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본 연구는 감각적 브랜딩의 실증적 검증의 일환으로 사람들에게는 광고제품과 연상되는 감각적 단서에 대한 관여도가 존재하며 감각적 자극 (예: 제품의 오감적 자극) 에 의해 자아연상과 감성적 반응이 발동됨으로써 이것이 다시 그 제품이 등장하는 광고의 태도에 영향력을 행사한다는 이론적 논거 하에 소비 심리적 기제를 통하여 감각적 광고소구의 효과모형을 개발하려고 시도하였다. 본 연구의 주요 연구 목적은 크게 두개로 축약될 수 있다. 첫째, 광고 정보처리이론에 따르면 제시된 광고정보가 자신과의 이미지와 인지적으로 일치할 때 자아준거(self-referencing)가 발생하고 동시에 그 자극에 대한 감성적 반응이 긍정적일 경우 광고에 대한 태도에도 긍정적으로 작용한다. 이같은 이론적 배경에 근거하여 본 연구는 감각적 광고에 대한 긍정적 감정과 자아준거는 감각적 관여와 광고 태도 간의 관계에서 유의한 매개역할을 하는지를 규명한다. 둘째, 본 연구에서는 감각적 자극들 간의 일관성과 정보제시형태(이미지 vs. 문자)가 감각관여도와 상호작용한다는 이론적 근거 하에 이들 변수들이 감각적 관여도와 광고 태도 간에 조절 역할을 하는지를 검증한다. 본 연구의 분석 결과는 다음과 같다. 첫째, 광고에 보여진 제품에서 대표적으로 연상되는 감각(본 연구에서는 커피광고물에 대한 후각적 자극)에 대한 관여도는 광고물에서 인지되는 소비자의 자아연상이라는 매개 작용을 통해 광고에 대한 태도에 긍정적인 영향을 미치는 것으로 발견되었다. 둘째, 광고의 감각적 자극에 대한 관여도가 높을 경우 보다 쉽게 긍정적 감성이 발생하게 되며 이는 다시 광고에 대하여 긍정적인 영향을 미칠 것이라는 가설의 검증결과 감성적 반응은 감각 관여도와 광고 태도에 매개 역할을 하는 것으로 판명되었다. 셋째, 광고에서 소구되는 후각에 관한 관여수준은 광고유형 (카피 vs. 비쥬얼) 과의 교호작용을 통해 광고의 태도에 유의한 영향을 미치지 않는 것으로 나타났다. 마지막으로 광고의 감각소구들 간의 일관성이 감각관여와 광고태도에 미치는 조절영향을 보기 위하여 2(감각자극 일관성) x 3(감각관여수준) 2원 ANOVA를 실시한 결과 감각자극일관성과 감각관여수준 간의 교호효과는 .05 유의수준에서 존재하지 않는 것으로 나타났다.
This study attempts to develop a sensory advertising model based on a theoretical premise that sensory appeals (i.e., five human sensual stimuli) activates self-referencing as well as affective responses, which then influences the attitude toward ad featuring products providing various sensory clues. The major objectives of this study are two-fold; First, according to advertising information processing theory, when ad information is congruent with self image, self-referencing occurs while the affective response of the stimulus is positive, when positive, will positively influence attitude for the ad. Based on this theoretical premise, this study seeks to verify the mediatory role of self-referencing and affective responses between sensory involvement and attitude toward ad. Second, based on the theoretical ground that inter-stimuli congruence and information presentation format (image vs. word) interact with sensory involvement, this study investigates the moderating role of these two intermediary variables between sensory involvement and attitude toward ad. The results of this study are as follow; First, the self-referencing was found to mediate the sensory involvement for olfactory sense used for coffee ad to exert influence on attitude toward ad. Second, when sensory involvement is high, it was found to invoke affective responses more easily, which verified mediation hypothesis concerning affective response. Third, the study found that sensory involvement did not have significant effect on attitude toward ad through interactions with ad type (copy vs. visual). Finally, the result of conducting 2 way ANOVA designed to determine the moderating effect of consistency among sensory appeals showed that there was no significant interaction effect between sensory involvement and sensory appeal consistence.
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