광고 메시지의 인지/정서적 일치효과

Abstract

This study investigated affective/cognitive advertising effects generated by a affective/cognitive match of advertising messages to information processing styles and/or to product types. The present study provides a broader scope for exploring affective/cognitive matching effects involving three pivotal factors—advertising messages, information processing styles, and product types— and offers a more detailed approach based on consideration of interaction effects between affect and cognition. Advertising message strategy was classified into three appeals (informational, dual, and transformational ads); information processing style was categorized into four types (thinking, combination, feeling, and passive processors); and product type classified into three categories (think, combination, and feel products). The results suggest that there was no three-way affective/cognitive matching or mismatching effect among advertising message strategy, information processing style, and product type. For a match between advertising appeal and product type, a matching effect was found when advertising appeal matched product type. That is, the advertising messages were most effective when the informational advertisement was matched to the think product and when the transformational advertisement was matched to the feel product. For a match of advertising appeal to information processing style, no consistent matching effect was found. Instead, transformational advertisements generated the most positive advertising message effects across information processing styles. For passive processors, both a match of the informational advertisement to the think product and a match of the transformational advertisement to the feel product were more effective than a mismatch strategy for each.