• Science of Emotion and Sensibility
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• v.4 no.2
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• pp.15-24
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• 2001

This study is designed to examine on the effectiveness of emotional advertisement, including analysis of the physiological response of customers’ feelings for effective development of advertisement, and to provide a base for emotional advertisement production by presenting the methods of linguistic and non-linguistic response. It provides a framework for symbolic analysis about costumers’ emotions along with a general review of emotional advertisement. Based on the results, it will analyze aspects of linguistic and non-linguistic utterance of costumers’ physiological response for emotional advertisement. The results will present a frame of effective emotional advertisement that appeals to the emotion of costumers

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.9_10 s.157
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• pp.1455-1463
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• 2006

The purpose of this study was to examine the advertisement effects of mobile fashion advertisements, specifically focusing on how the mobile fashion advertisement effects work according to advertisement types and categories. Two hundred female college students participated in this study. For data analysis, descriptive statistics, factor analysis, and t-test were used for this study. As the results, first, advertisement attitudes were classed into three factors such as cognitive factor emotional factor, and behavioral factor. Second, regarding the effect of advertisement types, pull advertisement type had higher advertisement attitudes, and higher purchasing intention than push advertisement type. There was not significant in brand attitudes between pull advertisement and push advertisement. Third, for the effects of advertisement categories, clothing advertisement had higher cognitive factor and behavioral factor, and higher purchasing intention than accessory advertisement. There were not significant in emotional factor and brand attitude between clothing and accessory advertisements. Based on these results, M-commerce fashion advertisement marketing strategies would be suggested.

• Asia Marketing Journal
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• v.15 no.4
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• pp.103-129
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• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• Journal of the Korean Society of Costume
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• v.37
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• pp.191-209
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• 1998

The present study was made to contribute to thed improvement of the quality of jeans wear advertising, and to the establishment of more effective advertising policy by which the jeans wear advertisements can go well with the unique charateristics of jeans wear. The study analyzed the consumer's attitude and dimention of affective responses toward jeans wear advertisements by type of appeal. The research was implemented through the survery with a representative sample of 344 consumers residing in Seoul. Means, Standard Deviation, ANOVA, Duncan Test, Facor Analysis and Regression were imployed to analyze the data gathered. The results of the study are as follows : (1) There are four dimentions of affective responses toward jeans wear advertisements ; upbeat-activation dimention, erotic-activation dimention, calm-emotional dimention, negative emotional demention. (2) According to consumer's sex, there are significant differences in each dimention of their affective responses. Toward sex-appeal advertisements, men show high degree of affective responses in upbeat-activation dimen-sion and calm-emotional dimension. (3) There is a probability that non-sex-appeal advertisement covers wider range of consumer than sex-appeal advertisements. (4) There is no significant different in affective responses towards both sex-appeal and non-sex-appeal advertisement of jeans wear between and among sex·age and involvement level of consumer. (5) Men prefer sex-appeal advertisement to non-sex-appeal advertisement, while there is no significant differences between the attitude of female consumers toward sex-appeal adver-tisement and non-sex-appeal advertisement. (6) In particular, age of 15∼18 and 30∼35 group of female consumer show very positive attitude toward sex-appeal advertisement. Therefore, there is a need to segment female jeans wear market by age groups. (7) According to the age and the involvement level of consumers, there is a significant differences in their attitudes toward advertise-ment. In case of male consumers, group of low level involvement prefer sex-appeal advertise-ment to non-sex-appeal advertisement. While high level involvement group did not show any significant differences between the attitude toward sex-appeal advertisement and the attitude toward non-sex-appeal advertisement. And the age of 15∼24, low level involvement group of female consumers also more positive attitude toward sex-appeal advertisement than toward non-sex-appeal advertisements.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2000.11a
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• pp.52-61
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• 2000

본 연구의 궁극적인 목표는 효과적인 감성광고의 제작을 위하여 소비자의 감정에 관한 생리적 반응분석 결과를 광고제작자에게 제시할 수 있는 소비자 위주의 감성적 광고를 개발하는 것이다. 이번 연구는 기초 단계로서 감성과 관련한 소비자의 태도와 반응을 인지학적 접근을 통해 분석하고 이 모형을 개발하기 위한 연구이다.

• Asia pacific journal of information systems
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• v.19 no.4
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• pp.101-124
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• 2009

According to Wikipedia, virtual reality (VR) is defined as a technology that allows a user to interact with a computer-simulated environment. Due to a rapid growth in information technology (IT), the cost of virtual reality has been decreasing while the utility of virtual reality advertisements has dramatically increased. Nevertheless, only a few studies have investigated the effects of virtual reality advertisement on consumer behaviors. Therefore, the objective of this study is to empirically examine the effects of virtual reality advertisement. Compared to traditional online advertisements, virtual reality advertisement enables consumers to experience products realistically over the Internet by providing high media richness, interactivity, and telepresence (Suh and Lee, 2005). Advertisements with high media richness facilitate consumers' understanding of advertised products by providing them with a large amount and a high variety of information on the products. Interactivity also provides consumers with a high level of control over the computer-simulated environment in terms of their abilities to adjust the information according to their individual interests and concerns and to be active rather than passive in their engagement with the information (Pimentel and Teixera, 1994). Through high media richness and interactivity, virtual reality advertisements can generate compelling feelings of "telepresence" (Suh and Lee, 2005). Telepresence is a sense of being there in an environment by means of a communication medium (Steuer, 1992). Virtual reality advertisements enable consumers to create a perceptual illusion of being present and highly engaged in a simulated environment, while they are in reality physically present in another place (Biocca, 1997). Based on the characteristics of virtual reality advertisements, a research model has been proposed to explain consumer responses to the virtual reality advertisements. The proposed model includes two dimensions of consumer responses. One dimension is consumers' rational response, which is based on the Information Processing Theory. Based on the Information Processing Theory, product knowledge and perceived risk are selected as antecedents of intention to purchase. The other dimension is emotional response of consumers, which is based on the Attitude-Structure Theory. Based on the Attitude-Structure Theory, arousal, flow, and positive affect are selected as antecedents of intention to purchase. Because it has been criticized to have investigated only one of the two dimensions of consumer response in prior studies, our research model has been built so as to incorporate both dimensions. Based on the Attitude-Structure Theory, we hypothesized the path of consumers' emotional responses to a virtual reality advertisement: (H1) Arousal by the virtual reality advertisement increases flow; (H2) Flow increases positive affect; and (H3) Positive affect increases intension to purchase. In addition, we hypothesized the path of consumers' rational responses to the virtual reality advertisement based on the Information Processing Theory: (H4) Increased product knowledge through the virtual reality advertisement decreases perceived risk; and (H5) Perceived risk decreases intension to purchase. Based on literature of flow, we additionally hypothesized the relationship between flow and product knowledge: (H6) Flow increases product knowledge. To test the hypotheses, we conducted a free simulation experiment [Fromkin and Streufert, 1976] with 300 people. Subjects were asked to use the virtual reality advertisement of a cellular phone on the Internet and then answer questions about the variables. To check whether subjects fully experienced the virtual reality advertisement, they were asked to answer a quiz about the virtual reality advertisement itself. Responses of 26 subjects were dropped because of their incomplete answers. Responses of 274 subjects were used to test the hypotheses. It was found that all of six hypotheses are accepted. In addition, we found that consumers' emotional response has stronger impact on their intention to purchase than their rational response does. This study sheds much light into practical implications for both IS researchers and managers. First of all, while most of previous research has analyzed only one of the customers' rational and emotional responses, we theoretically incorporated and empirically examined both of the two sides. Second, we empirically showed that mediators such as arousal, flow, positive affect, product knowledge, and perceived risk play an important role between virtual reality advertisement and customer's intention to purchase. In addition, the findings of this study can provide a basis of practical strategies for managers. It was found that consumers' emotional response is stronger than their rational response. This result indicates that advertisements using virtual reality should focus on the emotional side, and that virtual reality can be served as an appropriate advertisement tool for fancy products that require their online advertisements to give an impetus to customers' emotion. Finally, even if this study examined the effects of virtual reality advertisement of cellular phone, its findings could be applied to other products that are suited for virtual experience. However, this research has some limitations. We were unable to control different kinds of consumers and different attributes of products on consumers' intention to purchase. It is, therefore, deemed important for future research to control the consumer and product types for more reliable results. In addition to the consumer and product attributes, other variables could affect consumers' intention to purchase. Thus, the future research needs to find ways t control other variables.

• Journal of Communication Design
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• v.57
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• pp.44-53
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• 2016

Expected consumer's consumption propensity affected by advertisement using media facade and how this advertisement can affect consumer response and advertising effectiveness will be examined practically. This research showed TV advertisement and media facade advertisement to each participants of research in order to evaluate consumer response and effectiveness of media facade advertisement and took a survey. Research result, positive response was observed that consumer who were exposed of media facade advertisement showed more positive cognition/emotional response than TV advertisement. And effectiveness of media facade is more than standard. However, product attitude was not statistically positive. Therefore, it can be said that media facade advertisement does not affect positively on product attitude, but it is effective on purchase intention. Next, consumer who is exposed of media facade advertisement showed little low correlation on cognition response and product attitude, but showed positive correlation on cognition response, purchase intention, emotional response and product attitude. Accordingly, more positive consumer's cognition and emotional response is, the higher advertisement effect can be observed. Last, positive result were not presented in consumer's consumption propensity in regards to rational/emotional response. This means that it is invalid to state that consumer response differs for consumer propensity. Through result of experiment, a statement that media facade is a new media that has various possibility as advertisement mediator had been proved. Especially, as it shows that positive effect exists regardless of consumer's consumption propensity, use of media facade as marketing means is reasonable for firm in order to increase satisfaction of consumer and brand value.

• Journal of the Korean Society of Costume
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• v.52 no.4
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• pp.141-154
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• 2002

The purpose of this study was to define 'sponsorship' as a kind of advertising tool, and to describe its effects on consumer brand attitude and actual purchase behavior. From previous research results, clothing sponsorship was defined as 'indirect advertisement', which has common ad traits as well as the uncommon ad traits, such as indirectness, emotional affinity, and symbolism. Results from empirical research using 1,227 data collected in Seoul and Kyounggi Areas were as follows ; (1) Television drama clothing sponsorship was proved to have effects on brand image, emotional & rational brand attitudes, decision making process, and actual purchase behavior. (2) Each of drama clothing sponsorship factors, such as 'drama', 'role', and 'actress', had different effects on brand memory and attitudes. (3) Consumer decision making process initiated by drama clothing sponsorship followed two different processes, which were called 'rational' and 'heuristic'. The rational process followed every steps of EKB model, which explained consumer's rational shopping, but heuristic model was closer to emotional and impulsive shopping.

• Journal of Fashion Business
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• v.20 no.1
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• pp.53-68
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• 2016

The purpose of this research was to evaluate the possibility of sustainable development of online advertisements conducted by fashion companies. Factors composed of sustainable development indexes of online advertisement that had been developed in previous studies were identified, and then the relevance between purchase intention and advertisement experience was evaluated. An online survey of 573 persons in the 20 to 40 age range who own mobile phone and have experienced online advertisements of a fashion brand or a fashion company was conducted. The data collected from the survey and the results are as follows. First, the validity and reliability from confirmatory factor analysis of six factors (namely, personal information protection, web use infringement, advertisement expression harmfulness, advertisement expression objectivity, emotional responsibility, and environment-friendly) and 21 questions was confirmed. Second, it confirmed that consumers gave low points to the evaluation of sustainable development indexes of online advertisement of fashion companies. In particular, that consumers gave low points with regard to both environmental friendliness and web use infringement. Third, it was identified that personal indexes such as personal information protection, web use infringement, and indexes relating to advertisement expressions do not directly influence the consumer's purchase intention. However, social indexes like emotional responsibility and environmental friendliness do have an influence on the consumer's positive action intention.

• Journal of the Ergonomics Society of Korea
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• v.22 no.4
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• pp.1-13
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• 2003

This study has investigated psychological responses to various TV advertisements by using EEG(electroencephalogram). In particular, it was assumed that the brain wave would show different patterns depending upon the style of the advertisement that could be categorized into two such as 'information transfer' type and 'emotional reaction' type. Ten healthy males participated in the experiment. EEG signal was extracted from six lobes such as right and left frontal, right and left occipital, right and left temporal while the subjects were watching TV advertisements. Alpha and beta relative power spectrum, and beta/alpha parameter were calculated to compare two kinds of advertisement each other. Additionally, subjective questionnaire was used to examine subject's response by using adjective words and preference test. In result, significant differences were found in left frontal and right occipital lobe in terms of beta/alpha between two different advertisements. And, subjects showed different preference between two advertisements. It was shown that the current method could analyze the brain reaction to advertisement quantitatively, that presented the possibility of using it to marketing research.