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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.38 no.6, 2014년, pp.783 - 795
김윤정 (서울대학교 의류학과) , 이유리 (서울대학교 의류학과) , 김보람 (서울대학교 의류학과)
This study investigates how the physical attractiveness of salespeople and other customers and self-image congruence influence customer perception and brand attitude. As a result of a pretest, four types of pictorial stimuli were developed: physical attractiveness of salespeople (high/low)
핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
신체적 매력이란 무엇인가? | 신체적 매력이란, “타인으로부터 호의적 반응을 이끌어내는 개인의 신체이미지”를 의미한다(Morrow, 1990, p. 47). | |
신체적 매력이 미치는 영향력에 있어서 부정적인 측면은 무엇인가? | 신체적 매력이 미치는 영향력에 있어서 긍정적인 측면 뿐만 아니라 최근에는 부정적인 측면에 주목하고 있다. 매력도가 너무 높은 광고 모델의 경우 시기, 질투, 심리적 거리 등의 부정적 감정을 느낄 수 있다는 것이 연구를 통해 밝혀졌으며(Kim & Jeon, 2009) 최근 Dove 광고에서는 소비자들의 실제 자기이미지와 비슷한 평균 외모의 모델을 이용하여 긍정적인 광고 효과를 이뤄내기도 하였다(Malär et al., 2011). | |
서비스케이프는 무엇인가? | 구매상황에서 소비자는 물리적 환경 내에 있는 많은 요소들의 영향을 받는다. 물리적 환경, 즉 서비스케이프(servicescape)는 서비스 제공 시점에서 소비자에게 제공될 수 있는 모든 유형의 단서로서 주변 요소(ambient factor), 디자인 요소(design factor), 사회적 요소(social factor)로 구성된다(Baker, 1987). 리테일 상황에서 사회적 요소는 점포 환경 내에 있는 인적 요소를 의미하며 판매원과 다른 고객의 수, 타입, 행동을 포함한다. |
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