초록 close

‘상류층을 위한 000’처럼 특정 사회계층이 브랜드 타겟임을 직접 명시한 (이하 타겟 명시 메시지) 광고를 종종 접할 수 있다. 이런 종류의 광고가 소비자에게 어떻게 수용될 것인가에 대한 의문이 본 연구의 출발점이다. 최근 연구에 따르면 소비자는 시장(market)과 관련된 이론으로써 본인 그리고 시장 내 다른 구성원에 대한 메타인지(meta- cognition)를 발전시킨다. 자신이 속한 사회의 구성원과 상호작용을 통해 문제를 해석하며 마케팅 활동에 능동적으로 대응하고 적정한 태도를 형성하고자 노력한다. 이를 감안하면 소비자가 타겟 명시 메시지를 수용하는 과정에서 기업은 의도하지 않았던 효과가 일어날 수도 있다. 본 연구는 시장에 대한 메타인지 개념을 이용하여 소비자가 광고태도와 브랜드태도를 형성하는 과정과 결과를 탐색해 보고자 했다. 시장에 있는 브랜드는 가격 세분화에 따라 고급브랜드와 일반브랜드로 나누어지고 각 타겟도 사회경제적 지위에 따라 높고 낮음이 구분이 되는 상황을 가정했다. 광고가 타겟뿐 아니라 다른 집단에도 노출되어 사회 구성원 간에 상호작용이 가능한 상황을 가정하고 연구를 진행했다. 구체적으로 타겟 명시 메시지의 노출 여부를 조작하고 태도 형성과정에서 메시지 전달자와 다른 수용자에 대한 추론인 메타인지의 역할을 탐색했다. 소비자는 타겟 명시 메시지에 노출될 때 그렇지 않은 상황에 비해 광고와 브랜드를 더 낮게 평가하는 것으로 나타났다. 타겟 명시 메시지는 전달자의 설득의도와 다른 수용자의 평가에 대한 추론을 활성화시켜 타겟의 평가에 부정적 영향을 주는 것으로 나타났다. 고급브랜드와 일반브랜드의 타겟 모두 다른 사람의 평가가 부정적일 것이라고 추론하면 자신들도 부정적으로 평가하는 것으로 나타났다.


Market targeting based on consumers’ socioeconomic status and telling clearly it in advertising message is on the increase. Present paper investigates how consumers react to this kind of advertising message because recent research gives a new perspective on consumers. Consumers have developed their own theory on market such as marketplace meta-cognition. And they are supposed to influence one after another in the process of solving problem. Consequently, consumers try to respond actively and form a reasonable attitude to marketing activities. The present study attempts to examine the role of consumers’activeness and expertise such as marketplace meta-cognition in forming an attitude to ‘target message’ which shows certain social class is the target of the brand. Specifically, this study explores activating process of target’s meta-cognition on message sender which is belief about why sender sends such a message, and on other message receiver which is belief about what reactions other receivers will show. Then target consumers’ marketplace meta-cognition is taken for attention to explain why target have varying reactions on advertisement. It is also studied how the reaction to target message can be moderated by socioeconomic status of target. Figure 1 shows research model. It is assumed that there are high tier brand as well as low tier brand, accordingly different targets for each brand in the market. Moreover, targeted advertisement can be exposed to other segments besides target segments. The presence of ‘target message’ is manipulated and it is observed that how the reactions of targets are contingent on it. As a result, it is identified that consumers evaluate advertising and brand more negatively when they are exposed to target message than when they are not. It is clarified that consumers tend to activate meta-cognition on message sender and other message receivers when they are exposed to target message. It turns out that target message increases perception of persuasion intention of message sender and makes consumers become conscious of the evaluation of other receivers. Then, their activated meta-cognition affects negatively on their advertisement and brand attitude. Contrary to hypotheses the intented targets, regardless of status, evaluate advertisement and brand negatively when other receivers are considered to have negative attitude to ad. and brand which contains clear target message. Table 1 displays the results regarding Hypotheses. The present study identifies that consumers’ marketplace meta-cognition can influence their reaction to marketing activities. It is clarified that consumers’ persuasion knowledge which is their responsive and coping strategy toward marketing activities affects target consumers’ evaluation. Target’s meta-cognition on other receivers influences target consumers’ evaluation also. Consequently, the present study validates the unintended effect of target message. In practice, it seems clear that effective control in delivering who is target is needed under the situation that socioeconomic status is used as targeting criteria. In addition, company should consumers’ reactions in planning and executing marketing activities since consumers are no longer passive receiver of marketing activities.