ABSTRACT
The consumer attitude according to the way of expression and quantity of information
Beag, Seung-Won(Major in Advertising & Public Relations Graduate School of Mass Communication Chung-Ang University)
Lee, Sang Bin(Ph.D. Professor of Psychology Chonbuk National University)
Lyi, De Ryong(Ph.D. Professor of Advertising and Public Relations Chung-Ang University)
The purpose of this research is to see the differences in advertising effect between the indirect expression and direct expression and how the information quantity in the two expressions affect the advertising impact.
Based on the research design variables, advertising expression form2(direct expression and indirect expression) X the information quantity(high vs low), four different research conditions were set. 116 college students were selected by convenience sampling and 29 subjects were allocated to each experiment cases where they were exposed to specifically designed commercials and required to complete questionnaires.
Research found that the information quantity in the advertising messages mainly affected the frequency of awareness response, and that the advertising expression form(direct vs. indirect) mainly affected attitude toward advertising. In addition, these two dependent variables showed intercorrelation effects with the frequency of awareness response variable.
In the relationship between the information quantity and the frequency of awareness response, lower quantity of information, the higher the frequency of awareness response, but in the brand recall dependent variable, there was no statically significant difference. However, in the relationship between the four dependent variables and advertising expression forms in print media, it was found that advertising expression forms had statistically significant relationships only regarding the advertising attitude variable.
In other words, direct expression forms created a more favorable attitude toward compared to indirect advertising expression form.
In addition, in the intercorrelation between the two variables, the quantity of information and the expression form in advertising showed significant difference only in the frequency of awareness response among the four variables.
In the intercorrelation between quantity of information and expression form, the direct expression resulted in a higher frequency of awareness response compared to indirect expression in large quantity of information. On the other hand, in the case of small quantity of information, indirect expression form was more effective in achieving the frequency of awareness response compared to direct expression form.
Therefore, to increase the frequency of awareness response, indirect expression form should be used with small quantity of information and direct expression form should be used with large quantity of information.
Based on research findings, depending on the quantity of information, expression forms should vary in order to maximize brand awareness in advertising.