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Effectiveness on Public Advertisement Interaction of Advertiser Awareness, Advertisement Appeal and Customer Involvement and Need for Cognition

공익광고 효과에 미치는 상호작용 영향:광고주 인지도, 광고 소구 및 수용자 관여도와 인지욕구 중심으로

  • 박준영 (한국과학기술원 경영대학) ;
  • 강동우 (한국과학기술원 경영대학) ;
  • 강현진 (한국과학기술원 경영대학) ;
  • 권혜연 (한국과학기술원 경영대학) ;
  • 김준태 (한국과학기술원 경영대학) ;
  • 박병호 (한국과학기술원 경영대학) ;
  • 조현 (동아대학교 경영대학 경영정보학과)
  • Received : 2013.10.27
  • Accepted : 2013.12.23
  • Published : 2013.12.31

Abstract

This research investigates the interaction effects of factors, namely, advertiser awareness, advertisement appeal, and customer involvement and need for cognition, selected from the parties involved in public service advertisement. Manipulating the participant's involvement, attitude toward the advertisement and the advertiser and intention to donate according to 2 (awareness) X 2 (cognitive/affective appeal) factors were surveyed. In result, participants with high involvement were relatively less affected by advertiser awareness. Also, high need for cognition indicated less effect of advertiser awareness on intention to donate. Moreover, when cognitive appeal is used, advertiser awareness affected less on consumers' attitude toward the advertisement and the advertiser and intention to donate. Further issues on changing customers' attitudes and behaviors are discussed.

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