공익광고 효과에 미치는 상호작용 영향:광고주 인지도, 광고 소구 및 수용자 관여도와 인지욕구 중심으로 Effectiveness on Public Advertisement Interaction of Advertiser Awareness, Advertisement Appeal and Customer Involvement and Need for Cognition

Cited 0 time in webofscience Cited 0 time in scopus
  • Hit : 401
  • Download : 0
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)X2 (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.
Publisher
한국IT서비스학회
Issue Date
2013-12
Language
Korean
Citation

한국IT서비스학회지, v.12, no.4, pp.235 - 253

ISSN
1975-4256
URI
http://hdl.handle.net/10203/201449
Appears in Collection
MT-Journal Papers(저널논문)
Files in This Item
There are no files associated with this item.

qr_code

  • mendeley

    citeulike


rss_1.0 rss_2.0 atom_1.0