경영과학 (Korean Management Science Review)

한국경영과학회 (The Korean Operations Research and Management Science Society)
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자기 해석과 메시지 지향성이 가치 주장 광고 효과에 미치는 영향

The Effects of Self-Construal and Message Orientation on Value Advocacy Advertising

  • 이귀옥 (세종대학교 신문방송학과) ;
  • 박조원 (한양대학교 신문방송학과) ;
  • 최명일 (남서울대학교 광고홍보학과)
  • Lee, Guiohk (Department of Communication Art, Sejong University) ;
  • Park, Jowon (Department of Journalism and Mass Communication, Hanyang University) ;
  • Choi, Myung-Il (Department of Advertising and PR, Namseoul University)
  • 투고 : 2014.10.14
  • 심사 : 2014.11.05
  • 발행 : 2014.12.31
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초록

The present study examined the effects of self-construal and message orientation on value advocacy advertising. An experiment of college students was conducted to investigate relationship between the attitude toward advocacy advertisements and the purchase intention. The results showed that people with interdependent self-construal have more positive attitude toward the advocacy advertisements than people with independent self-construal. The interaction effects between self-construal and message orientation on the value advocacy advertisements were not found significant. However, it was found that even people with independent self-construal showed more positive attitude toward the advocacy advertisement with others-orientation messages than the advertisement with self-orientation messages in value advocacy advertising. Based on the findings, theoretical and managerial implications for value advocacy advertising were discussed.

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