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NTIS 바로가기감성과학 = Science of emotion & sensibility, v.18 no.1, 2015년, pp.3 - 14
강정석 (SK 텔레콤 고객중심경영실)
An ad endorser's gaze direction is a salient nonverbal cue that consumers use in responding to advertisements. The gaze direction influences consumers' social perceptions (e.g., attractiveness, credibility) of the endorser and advertising effectiveness (e.g., advertising attitudes, brand attitudes)....
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핵심어 | 질문 | 논문에서 추출한 답변 |
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광고 모델의 역할은 무엇인가? | 광고 모델은 소비자가 광고에 주목하게 만들며(MacInnis, Moorman, & Jaworski, 1991), 광고 모델에 의해서 유발된 긍정 감정을 광고 브랜드로 전이시키고(Erdogan, 1999), 광고에 대한 신뢰성을 높이는데(Freiden, 1984) 중요한 역할을 한다. 많은 광고 연구자들이 광고 효과성을 높이는 것으로 기대되는 매력도와 신뢰성과 같은 광고 모델의 특성을 중심으로 광고 효과에 있어서 광고 모델의 역할을 연구해왔다. | |
소비자가 광고 모델을 매력적으로 느끼고 좋아할수록 얻는 이점은 무엇인가? | 소비자가 광고 모델을 매력적으로 느끼고 좋아할수록, 광고 태도, 광고 브랜드 태도 그리고 광고 브랜드 구매 의향과 같은 광고 효과성이 높아진다(Cronley et al., 1999; Petroshius & Crocker, 1989). | |
광고 모델의 시선을 통해 얻은 소비자의 해석 내용은 어떤 것에 영향을 미치는가? | 그리고 소비자의 해석 내용(예. ‘광고 모델이 소비자인나에게 진실을 전달하려고 한다’)은 광고 모델의 사회적 특징에 해당되는 매력도(Kampe et al., 2001)와 신뢰성(Burgoon & Hale, 1988) 평가에 영향을 미칠 수 있다. |
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