• 한국조리학회지
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• 제14권1호
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• pp.107-122
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• 2008

The purpose of this study is to analyze the effects of the presenting type of menu labels(regular/descriptive) and knowledge level(high/low) on the advertisement(Ad) comprehension, attitude toward the Ad, attitude toward the brand, purchase intentions. For that reasons, 157 university students who are majoring in food-service management or culinary arts were conveniently selected as sample for $2{\times}2$ factorial design. A final sample of 153 responses were deemed usable and then two-way ANOVA was used for statistical analysis. The findings are as follows. First, there were significant differences between the presenting types of menu labels and communication effects including the Ad comprehension, attitude toward the Ad, attitude toward the brand, purchase intentions. It can be known that descriptive menu labels showed higher communication effects than regular menu labels. Second, there were significant differences between the knowledge levels and communication effects including the Ad comprehension, attitude toward the Ad, and purchase intention but not in attitude toward the brand. It can be known that consumers with relatively high knowledge levels showed higher the Ad comprehension, attitude toward the Ad, purchase intention than consumers with low knowledge levels. The results of this study can be used as data for more effective menu marketing and basic of further empirical study for effectiveness of menu labels.

• 디지털융복합연구
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• 제12권12호
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• pp.491-506
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• 2014

본 연구의 목적은 방송광고에 장르 개념을 학제적으로 적용하여 방송광고에서의 장르 역할에 대한 기대관점과 장르 활용에 대한 태도가 소구유형으로서의 방송광고 장르 호감도에 미치는 영향을 탐색적으로 살펴보는데 있다. 연구 결과, 거시환경적 기대관점과 부정적 태도 간에, 미시실용적 기대관점과 긍정적 태도 간에 높은 상관관계가 있는 것으로 나타났다. 통합상황적 기대관점의 소비자는 방송광고에서의 장르 역할에 이중적 태도를 갖고 있는 것으로 조사되었다. 방송광고에서 장르의 역할에 미시실용적 기대관점을 지닌 소비자는 비교광고와 성표현광고 호감도가 상대적으로 더 높게 나타났고, 통합상황적 기대관점을 가진 소비자는 거시환경적 기대관점과 미시실용적 기대관점의 중간적인 호감도를 보였다. 방송광고에서의 장르 활용에 긍정적 태도를 갖고 있는 경우 비교광고와 성표현광고 호감도가 상대적으로 더 높은 것으로 나타났고, 이중적 태도를 가진 소비자의 방송광고 장르 유형에 대한 호감도는 부정적 태도와 긍정적 태도의 중간적인 것으로 나타났다.

• 한국의류학회지
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• 제23권7호
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• pp.953-964
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• 1999

The purpose of this study was to analyze the effectiveness of negative appeal ads taking social problems as their themes. Two social problem ad themes concerning abortion and drug addiction were selected as stimulus. Questionnaires consisted of questions about affective response cognitive evaluation consumer's characteristics(sex, clothing involvement social problem involvement) and the ad and brand attitudes They were distributed to 200 high school students in Seoul. Results were : 1 The affective response consisted of 4 dimensions(negative inactivating activating positive) and the cognitive evaluation had 3 dimensions(utility·persuasive power creativity awareness) 2. Creativity and awareness dimensions and the ad attitude had positive influence on the brand attitude for the abortion theme ad,. Creativity dimension and consumer's clothing involvement had positive influence on the brand attitude for the drug addiction theme ad . Especially the affective response had no significant influence on the brand attitude. This result suggests that in case of negative appeal ads the affective response does not necessarily degrade the brand attitude while positive cognitive evaluation on creativity and awareness of the could influence the brand attitude favorably through raising attention to the brand resulting in high effectiveness of the ad.

• 한국콘텐츠학회논문지
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• 제18권2호
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• pp.240-247
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• 2018

본 연구는 지역사회 재가노인을 대상으로 사전연명의료의향서(AD) 작성의도 영향 요인을 파악하기 위한 서술적 조사연구이다. 본 연구대상은 D 광역시에 거주하며 노인복지관을 이용하는 65세 이상의 남녀 노인 196명이다. 자료수집기간은 2016년 12월 8일에서 12월 19일까지였다. 수집된 자료는 SPSS 22.0 version을 이용하여, 서술통계, ${\chi}^2-test$, t-test, Logistic regression을 이용하여 분석하였다. 본 연구결과, 대상자 중 AD 작성 의도를 가진 경우는 58.2%였다. AD 작성의도에 따라 연령(${\chi}^2=4.92$, p=.020), 독거상태 (${\chi}^2=4.72$, p=.030 ), 주관적 건강상태(${\chi}^2=3.97$, p=.046), AD에 대한 인식 (t=-4.81, p<.001) 및 죽음에 대한 부정적 태도(t=2.01, p=.045)에서 통계적으로 유의한 차이가 나타났다. 회귀분석결과, AD 작성의도에 유의한 영향요인은 AD에 대한 인식으로 나타났다 (OR=11.87, p<.001, 95% CI=3.52~39.94). 따라서 노인의 AD에 대한 긍정적인 인식이 AD 작성 의도의 주요 예측변수임을 알 수 있다.

• Asia Marketing Journal
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• 제19권2호
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• pp.25-43
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• 2017

This paper addresses the central issue of whether it is effective for a firm to discourage the purchase of its own product in order to support a social cause. The objectives of this study were: a) to examine whether a cause-related self-prevention ad would stimulate more positive evaluations compared to promotional ad, particularly when the product category is more negatively socially accepted; and 2) to determine if a negative attitude toward the product could induce a boomerang effect of a selfprevention ad. Results from three experiments revealed that socially responsible prevention campaigns against firm's own product may be more effective for the product category negatively associated with social concerns or welfare. If products are more limited in the social context, communications of product prevention are beneficial to improve the public image of the brand. However, the self-hurting approach may be inappropriate for potential customers who currently possess a strong negative attitude toward the product.

• 한국산학기술학회논문지
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• 제22권2호
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• pp.539-547
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• 2021

본 연구는 암환자의 사전연명의료의향서 지식, 좋은 죽음 인식이 연명의료중단 태도에 미치는 영향을 파악하여 암환자의 연명의료중단의 자기결정 활성화를 위한 간호 중재프로그램 개발 기초 자료를 제공하고자 시행되었다. 외래 또는 입원치료를 받는 성인 암환자 167명을 대상으로, 2019년 9월 15일부터 2020년 3월 30일까지 자료수집을 하였다. 수집된 자료의 통계분석은 SPSS 21.0을 이용하여 평균과 표준편차, t-test, ANOVA, Pearson 상관계수, 다중회귀분석으로 하였다. 연구결과, 대상자의 사전연명의료의향서 지식은 1점 만점에 0.74±0.21점, 좋은 죽음 인식은 4점 만점에 2.87±0.42점, 연명의료중단 태도는 5점 만점에 3.46±0.49점이었다. 본 연구결과 연명의료중단 태도는 사전연명의료의향서 지식, 좋은 죽음 인식과 정적 상관관계로 나타났으며, 영향을 미치는 변인은 사전연명의료의향서 지식, 좋은 죽음인식, 가족과 연명의료중단 논의 여부로 나타났고, 설명력은 16.0%이었다(F=10.355, p<.001). 따라서, 암환자의 연명의료중단 태도 향상을 위해 사전연명의료의향서 지식 및 좋은 죽음 인식을 높일 수 있는 프로그램 개발이 필요하며, 가족과 환자의 사전 논의에 도움을 줄 수 있는 중재 방안이 필요하다.

• 임상간호연구
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• 제26권1호
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• pp.86-96
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• 2020

Purpose: The purpose of study was to provide basic data for developing interventions that could help middle-aged adults prepare for dignified death in the future by examining their attitudes toward death and advance directives (AD), and knowledge of AD. Methods: Data were collected through a survey of 211 middle-aged adults from January 28 to February 28, 2019, in a city located in Gangwon Province. To analyze the data, descriptive statistics, t-test, one-way ANOVA, Scheffé test, Pearson's correlation coefficient and stepwise linear regression were utilized using SPSS/WINdows 21.0. Results: The average score of the participants' attitudes toward death and AD, and knowledge of AD was 91.82±10.89, 15.53±4.27, 46.00±9.45, respectively. There were positive correlations between attitudes toward dignified death and attitudes toward AD, and knowledge of AD. Factors that influence attitudes toward AD were shown in the order of attitudes toward dignified death, knowledge of AD, and intentions to write AD (Adjusted R²=.24). Conclusion: For the dignified death in the future, it is necessary to provide middle-aged adults with an opportunity to think about the need of AD. In addition, extensive education and promotion of AD are required to correct the misunderstanding of AD.

• 한국의류학회지
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• 제32권2호
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• pp.328-339
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• 2008

The purpose of this study is to investigate the difference of the response to fashion ad and its effect between traditional ad and postmodern ad, to examine the difference of the response to fashion ad and its effects according to sensation seeking tendency, and to investigate the effect of the response to fashion ad on its effect. For the purposes of this study, two postmodern ads and one traditional ad were selected as stimuli and data were collected from 230 female college students. The results are as follows: 1) Postmodern advertisement was unique, impacting, hard-to-understand, sensory-stimulating, and fantastic, when compared to traditional advertising. 2) Consumers felt disgusted by confusion and shock coming from postmodern advertising, but at the same time, recognized its value as an advertisement and took more pleasure and fun from it. 3) Consumers with high sensation-seeking-tendency perceived postmodern ads more sensually and showed more positive response to the postmodern ads. 4) While subjective, emotional response affected the attitude toward advertisements, sensory-stimulating affected the attitude toward brand and purchase intention. Thus, cognitive response should also be considered significant to form brand equity in long term.

• 대한가정학회지
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• 제43권1호
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• pp.243-253
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• 2005

The purpose of this study was to examine the advertising effects of wedding internet advertisement types such as Static, pop-up, and flash banners. The survey subjects were 604 unmarried female consumers, consisting 202 in the static banner group, 201 in the pop-up banner group, and 201 in the flash banner group. Descriptive statistics, ANOVA, and Duncan test were used for data analysis. In the results, regarding the attitude toward advertisement, pop-up banner was the most effective on the cognitive component, while static banner was the most effective on the behavioral component. Regarding the attitude toward brand, pop­up and flash banner advertisements were more effective than static banner. However, there were no significant differences between the 3 groups in purchasing intention. Based on these results, strategies for wedding dress internet advertisement were suggested.

• 대한가정학회지
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• 제26권1호
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• pp.151-162
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• 1988

This study is mainly concerned with providing a basis for the T.V. ad. regulation toward child consumer. The objective of this study is to investigate the facors related to the level of understanding & trust toward T.V. ad. The samples are composed of 258 child consumers filtered by purposive sampling. The statistics used for data analysis are x-tes, T-test, and one-way ANOVA. The results are as follows: 1) The level of understanding indicates significant difference according to age, discriminent ability between T.V. ad. and T.V. program. 2) The level of understanding about persuasive intent indicates significant difference according to age, parent-child interaction. 3) The level of trust indicates significant difference according to age, parent-child interaction, purchasing experience, sex. 4) Attitude toward advertised product indicates significant difference according to level of understanding about persuasive intent, level of trust.