혼합정서(mixed emotion) 반응의 광고 선호도 효과연구: 광고가 유발 한 비주얼유창성을 중심으로 = The Effect of Consumers' Mixed Emotions on Ad-liking: Elicited Visual Fluency as a Moderating Variable

다국어 초록 (Multilingual Abstract)

This study explores the effect of consumers' instant responses on their likings towards advertisements under fast processing context. Through "Think-aloud" method, participants’ responses to each ad were analyzed with response types as IV, ad-liking as DV and visual fluency as moderating variable. The result shows that the higher ratio of emotional responses over cognitive ones resulted in higher ad-liking, which gives an answer to the long debate on “right hemisphere dominance” hypothesis. Moreover, higher visual fluency elicited by each ad leads to higher ad-liking, which suggests that fluent responses enhances the positive effect. Also, higher ratio of the positive over negative responses shows higher ad-liking, but no moderating effect of fluency is found.
Lastly, the higher ratio of simple descriptive emotional responses over empathic ones is found to have no impact on ad-liking. However, the visual fluency boosts the effects of descriptive emotional responses on ad-liking, which suggests that simple elements in ads benefit the visual fluency effect especially in fast processing context.

국문 초록 (Abstract)

이 연구는 빠르게 많은 비주얼정보를 처리하는 소비자의 반응을 ‘크게 생각하기 (Think-aloud)’ 방법을 적용해 살펴본 연구다. 광고비주얼에 대한 반응유형을 독립변인으로, 광고 선호도를종속변인으로, 그리고 광고가 유발한 비주얼 유창성을 조절변인으로 검증하였다. 많은 잡지광고를짧은 시간 처리하며 떠올린 반응을 분석한 결과, 참가자의 반응 중 정서반응대비 인지반응 비율이높은 경우 더 높은 광고 선호도를 보여 오랜 논쟁이었던 ‘우뇌지배가설’을 실증하였다. 또한 유발된비주얼 유창성이 높을수록 정서반응효과가 극대화되어, 정서반응과 유창성 모두 광고 선호도에 긍정적 효과를 보이는 것으로 나타났다. 또한 부정반응대비 긍정반응의 비율이 높은 경우 더 높은 광고선호도를 보였지만, 이 경우 유창성의 조절효과는 나타나지 않았다. 다만 긍정반응과 유창성의 상호작용효과가 나타나 유창성은 긍정반응에서만 조절 효과가 있는 것으로 나타났다. 마지막으로 얕은강도의 단순표현적 정서반응이 깊은 강도의 감정이입적 정서반응 대비 높은 경우 광고 선호도에거의 영향을 미치지 않았지만, 비주얼 유창성이 높을 경우 광고 선호도에 긍정적 영향을 미치는상호작용효과를 보여, 공감과 같은 정서반응을 일으키지 않는 광고비주얼이미지라도 유창성이 높은반응에는 광고 효과가 있음을 보여줌으로써 비주얼위주 광고효과에 ‘무엇’이 아닌 ‘어떻게’가 중요함을 제안하였다.

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