.png){kind=logo}
ISSN : 1229-8778
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.
김석봉, (1996) 제품 관여도에 따른 인터넷 광고특징의 효과에 관한 연구: 광고 크기와 문자광고, 그림광고를 중심으로,
이학식, (2006) 소비자행동: 마케팅 전략적 접근, 법문사
Belleza,F.S, (1984) The Self as Mnemonic Device: The Role of Internal Cues, Journal of Persoanlity and Social Psychology
Burnkrant, Robert E, (1989) Self-Referencing: A Strategy for Increasing Processing of Message Content, Personality and Social Psychology Bulletin
Chang,Chingching, (2005) Ad-Self -Congruency Effects: Self-Enhancing Cognitive and Affective Mechanism, Psychology & Marketing
Cooper, P, (2002) Synaesthesia: Researching the Power of Sensation, Paper presented at ESOMAR Worldwide Qualitative Research Conference, Boston
Edell, J.A, (1987) The Power of Feelings in Understanding Advertising Effects, Journal of Consumer Research
Edell, J.A, (1983) The Information Processing of Pictures in Print Advertisement, Journal of Consumer Research
Debevec, K, (1988) Self-referencing as a Mediator of the Effectiveness of Sex-Role Portrayals in Advertising, Psychology and Marketing
Escalas,J.E, (2004) Imagine Yourself in the Product Mental Simulation, Narrative Transportation, and Persuasion, Journal of Advertising
Fournier,S, (1998) Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research
Gurhan-Canil, Z, (1999) Cognitive and Relational Perspectives on Brand Equity, Advances in Consumer Research
Hoffman,M.L, (1986) Affect, Cognition, and Motivation, in Handbook of Motivation and Cognition, The Guilford Press, NY
Houston, M. J, (1987) Picture-Word Consistency and the Elaborative Processing of Advertisements, Journal of Marketing Research
Kamp, E, (1995) Characteristics of Portrayed Emotions in Commercials: When Does What is Shown in Ads Affect Viewers?, Journal of Advertising Research
Klein, S. B, (1988) The Nature of Self-Referent Encoding: The Contributions of Elaborative and Organiational Processes, Journal of Personality and Social Psychology
Krugman,H.E, (1965) The Impact of Television Advertising: Learning Without Involvement, Public Opinion Quarterly
Laczniack, R. N, (1993) Toward a Better Understanding of the Role of Advertising Message Involvement in Ad Processing, Psychology and Marketing
Liga, M, (1999) The Process of Negotiating Brand Meaning: A Symbolic Interactionist Perspective, Advances in Consumer Research
Lindstrom,M, (2005) Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound, New York, The Free Press
Lynch, J, (2004) The Power of Emotion: Brand Communication in Business- to-Business Markets, Brand Management
Madden, T. J, (1988) Attitude Toward the Ad as a Mediator of Ad Effectiveness: A Test of Competing Explanations, Journal of Marketing Research
Mandler,G, (1984) Mind and Body, New York: Norton & Company
McQuarrie, E.F, (1992) On Resonance: A Critical Pluralistic Inquiry into Advertising Rhetoric, Journal of Consumer Research
Morrin, M, (2001) Does It Make Sense to Use Scents to Enhance Brand Memory?, Advances in Consumer Research
Mowen,J.C, (1988) Beyond Consumer Decision Making, Journal of Consumer Marketing
Muehling, D. D, (1988) Advertising's Immediate and Delayed Influence on Brand Attitude: Considerations Across Message-Involvement Levels, Journal of Advertising
Park, C. W, (1986) Consumer Response to the Television Commercials; The Impact of Involvement and Background on Brand Attitude Formation, Advances in Consumer Research
Pawle, J, (2006) Measuring Emotion-Lovemarks, The Future Beyond Brands, The Journal of Advertising Research
Petty, R. E, (1986) The Elaboration Likelihood Model of Persuasion, Advances in Experimental Social Psychology
Petty, R, (1983) Communication and Persuasion: Central and Peripheral Routes to Attitude Change, New York NY: Springer-Verlag
Petty, R. E, (1983) Central and Pheriperal Routes to Advertising Effectiveness; The Moderating Role of Involvement, Journal of Consumer Research
Rogers, T. B, (1977) Self-Reference and the Encoding of Personal Information, Journal of Personality and Social Psychology
Schmitt, B, (1997) Marketing Aesthetics: The Strategy of Brands, New York: The Free Press
Schmitt,B, (1999) Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands, New York: The Free Press
Thomson, M, (2005) The Ties That Bind: Measuring the Strength of Consumers' Emotional Attachment to Brands, Journal of Consumer Psychology
Woods,R, (2004) Exploring the Emotional Territory for Brands, Journal of Consumer Behavior
Zaltman, G, (1995) Seeing the Voice of the Customer:Metaphor-Based Advertising Research, Journal of Advertising Research