동물모델 이용 광고의 설득효과에 미치는 영향요인 연구: 제품관여도와 속성관련성의 영향을 중심으로

Abstract

This study attempts to provide implications regarding the impact of animal models on advertising effectiveness under the condition in which discussions about the relevant topic have not been made enough by prior studies. Based on the elaboration likelihood model and the match-up hypothesis, it was hypothesized that an individual's product involvement and the attribute relevance between the product and an animal model would influence on the communication effect of the animal model. After a series of pre-tests, an experiment was conducted using the 2×2 factorial design with the subject of 240 female college students. The results indicate that the effect of attribute relevance tends to be higher for low-involvement products than for high-involvement products. Also, it was found that attribute relevance is likely to be more influential than product involvement with regard to advertising effectiveness of an animal model. Based on the findings from the present experimental research, theoretical and practical implications were discussed and directions for future studies were suggested.