보건 관련 공익광고에서 정교화가능성과 해석수준이 광고태도에 미치는 영향

• 영문명: Public Service Good Health Advertising: Effects of Elaboration Likelihood and Construal Level on Consumer Attitudes
• 발행기관: 한국유통과학회
• 저자명: 박종철(Jong-Chul Park) 김경진(Kyung-Jin Kim)
• 간행물 정보: 『유통과학연구(JDS)』제12권 제6호, 67~79쪽, 전체 13쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2014.06.30

영문 초록

Purpose - This study aims to accomplish three major research goals. First, it strives to change consumers' focus from peripheral routes to a central route of public service advertising related to the good health policy, without problematic effects, by influencing consumers' knowledge or involvement. Second, this study examines the elaboration likelihood model (ELM) and construal level theory (CLT). Specifically, we consider that the central route of ELM might correspond with the focal goal of CLT. Third, this study analyzes ELM through CLT. That is, ELM predicted that low involvement would take the peripheral route, and high involvement would take the central route. Research design, data, and methodology - This study consisted of three experiments. The first experiment had a 2×2 between- subject design. The subjects were university students and the research period was approximately one year. The first independent variable was the involvement of the overweight issue; this variable was measured and split by the median. The second independent variable was the temporal distance (near vs. distant future); this variable was manipulated. The second experiment also had a 2×2 between-subject design. The first variable was the involvement of cervical adenocarcinoma prevention, and was considered already manipulated by sex. Specifically, males had a low involvement of the disease, but females had high involvement. The second independent variable was priming (power vs. submissive). Power priming would induce abstract thinking, but submissive priming would take concrete processing. The third experiment had a 2×2×2 between-subject design. The first variable was cognitive depletion, and was manipulated by memorizing 9-digit numbers. The second and third independent variables were involvement and abstract thinking induction, such as prior experiments. Data were collected through questionnaires, and were analyzed by an SPSS program. Major hypotheses were tested by examining the

목차

Abstract

1. 서론

2. 이론적 배경

3. 실험 1

4. 실험 2

5. 실험 3

6. 결론

References

키워드

Elaboration Likelihood Model Construal Level Theory Public Service Advertisement Good Health Cognitive Depletion