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본 연구의 목적은 모브랜드와 확장제품간의 적합도(적합 vs 부적합), 광고전략유형(관련성 광고 vs 정교화 광고) 그리고 소비자의 조절적 동기(향상동기 vs 방어동기)가 확장제품에 대한 태도에 미치는 효과를 파악하는데 있다.연구결과, 적합한 범주로 확장할 경우 확장제품에 대한 태도는 조절적 동기에 관계없이 관련성 광고가 효과적인 것으로 나왔다. 그러나 부적합한 범주로 확장할 때는 광고유형의 효과가 조절적 동기에 의해 달라지는 것으로 나타났다. 즉 방어동기 조건에서는 정교화 광고가 관련성 광고에 비해 효과적이지만, 향상동기 조건에서는 차이가 없거나 오히려 관련성 광고에서 상대적으로 긍정적인 경향을 보였다. 이같이 부적합한 확장제품에 대한 태도가 광고유형과 조절적 동기에 따라 달라지는 이유는 확장제품에 대해 느끼는 쾌락적가치와 위험적가치가 다르기 때문인 것으로 분석됐다. 향상동기 조건에서는 정교화 광고보다 관련성 광고일 때 쾌락적가치가 상대적으로 크게 느껴지지만, 방어동기 조건에서는 관련성 광고보다 정교화 광고에서 위험적가치가 낮게 지각됐다. 이 연구는 확장제품에 대한 광고전략을 수립할 때 모브랜드와 확장제품간의 적합도 뿐 아니라 소비자의 동기적 상황도 고려할 필요가 있음을 시사한다.


Effects of Advertising Strategy and Regulatory Focus on Attitude Toward Brand Extensions Mi Young Lee, Ph.D Research Professor, Yonsei Communication Research Institute The purpose of this study is to examine the impact of advertising strategy(relational ad vs elaborational ad), regulatory focus(promotion-focused goal vs prevention-focused goal), perceived fit of brand extension(congruent extension vs incongruent extension) on the attitude toward extension product. The results revealed as followed. The attitude toward the brand extension is more favorable after elaborational ad irrespective of regulatory focus in case of congruent extension. But there is interaction effect between advertising strategy and regulatory focus in case of incongruent extension. Specifically the attitude toward the brand extension is more favorable after elaborational ad when participants are prevention- focused, whereas such effect is eliminated and even reversed when participants are promotion-focused. The results show that this difference of attitude toward the extension is attributed to perceived risk and the perceived hedonic value which differ according to the advertising strategy and regulatory focus.


Effects of Advertising Strategy and Regulatory Focus on Attitude Toward Brand Extensions Mi Young Lee, Ph.D Research Professor, Yonsei Communication Research Institute The purpose of this study is to examine the impact of advertising strategy(relational ad vs elaborational ad), regulatory focus(promotion-focused goal vs prevention-focused goal), perceived fit of brand extension(congruent extension vs incongruent extension) on the attitude toward extension product. The results revealed as followed. The attitude toward the brand extension is more favorable after elaborational ad irrespective of regulatory focus in case of congruent extension. But there is interaction effect between advertising strategy and regulatory focus in case of incongruent extension. Specifically the attitude toward the brand extension is more favorable after elaborational ad when participants are prevention- focused, whereas such effect is eliminated and even reversed when participants are promotion-focused. The results show that this difference of attitude toward the extension is attributed to perceived risk and the perceived hedonic value which differ according to the advertising strategy and regulatory focus.