[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] 인지욕구와 광고의 성적표현 유형에 따른 광고태도의 중재효과

출처: 한국방송광고공사 - 광고연구

Abstract

A Study on the Moderating Effects of the Aad by the Types of the Need for Cognition and the Romanticism Appeals in Advertising

Park, Hie-rang(Researcher, BK21, Sungkyunkwan University)
Kim, Jae-young(Associate Professor, Dept. of Advertising & Public Relations, Namseoul University)

 

This study investigated the direct or indirect effects of the level of need for cognition and the type of sex appeal in terms of the attitude toward the advertisement(Aad) and purchase intention(Pl). As results, pleasure and arousal were differently treated by the types of the level of need for cognition and the expression level of romanticism. Also, pleasure and arousal influenced differently the Aad and Pl. That is, according to the advertising type, the effect of romanticism were differently influenced by the level of pleasure caused by the arousal level of sex appealed expressions. These results indicated that romanticism positively influenced Aad depending on the pleasure level especially in tee high level group of need for cognition, arousal influenced the PI in some degree.

Keyword: need for cognition, romanticism appeal, Aad, moderating effects