본문 바로가기

추천 검색어

실시간 인기 검색어

학술논문

Transgender-Inclusive Advertising and Consumer Response: The Role of Sensation Seeking Tendency

이용수 11

영문명
발행기관
한국상품학회
저자명
Kyounghee Chu Ji Yoon Kim
간행물 정보
『상품학연구』제42권 제4호, 87~95쪽, 전체 9쪽
주제분류
경제경영 > 경영학
파일형태
PDF
발행일자
2024.08.31
4,000

구매일시로부터 72시간 이내에 다운로드 가능합니다.
이 학술논문 정보는 (주)교보문고와 각 발행기관 사이에 저작물 이용 계약이 체결된 것으로, 교보문고를 통해 제공되고 있습니다.

1:1 문의
논문 표지

국문 초록

The main areas of study for transgender-inclusive advertising have been commercial effectiveness and content analysis. This study refocuses attention on how viewers react to transgender-positive advertising. Understanding how various customer segments view and react to these progressive ads is crucial in a time when diversity and inclusivity have become key components of marketing campaigns. This study examines the effects of transgender-inclusive advertising on behavioral intention and ad attitude, with an emphasis on the moderating role of the experience seeking tendency—a crucial personality feature that affects consumer acceptability. The propensity for someone to seek out new and intense experiences is referred to as sensation seeking. Sensation seekers may find themselves drawn in by the novel and captivating stories that transgender advertisements frequently tell. This personality characteristic is important to look at how these customers behave in response to the intensity and uniqueness of the advertising content. This study shows that those with a higher propensity for sensation seeking had more positive attitudes about advertisements and higher buy intentions than people with a lower propensity for sensation seeking. This is determined by examining the responses from an experiment survey. To improve ad perception and encourage positive behavioral intents in a diverse marketplace, marketers looking to create more inclusive and effective advertising tactics may find that the research provides insightful information. This method not only closes a significant vacuum in the body of knowledge, but it also offers marketers practical advice on how to develop inclusive and more successful advertising campaigns.

영문 초록

목차

I. Introduction
II. Theoretical Background
III. Research Methodology and Results
IV. Conclusion and Discussion
V. Implications
VI. Limitations and Future Research
Reference

키워드

해당간행물 수록 논문

참고문헌

교보eBook 첫 방문을 환영 합니다!

신규가입 혜택 지급이 완료 되었습니다.

바로 사용 가능한 교보e캐시 1,000원 (유효기간 7일)
지금 바로 교보eBook의 다양한 콘텐츠를 이용해 보세요!

교보e캐시 1,000원
TOP
인용하기
APA

Kyounghee Chu,Ji Yoon Kim. (2024).Transgender-Inclusive Advertising and Consumer Response: The Role of Sensation Seeking Tendency. 상품학연구, 42 (4), 87-95

MLA

Kyounghee Chu,Ji Yoon Kim. "Transgender-Inclusive Advertising and Consumer Response: The Role of Sensation Seeking Tendency." 상품학연구, 42.4(2024): 87-95

결제완료
e캐시 원 결제 계속 하시겠습니까?
교보 e캐시 간편 결제