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The Impact of Emotional Appeals in Fair Trade Apparel Advertisements - The Interaction Effect of Advertising Channel and the Mediation Effect of PCE -

공정무역 의류 광고에서 정서 소구의 효과 - 광고채널의 조절효과와 PCE의 매개효과 분석 -

  • Lee, Joeun (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Lee, Yuri (Dept. of Textiles, Merchandising, and Fashion Design/The Research Institute of Human Ecology, Seoul National University)
  • 이조은 (서울대학교 의류학과) ;
  • 이유리 (서울대학교 의류학과/생활과학연구소)
  • Received : 2016.03.19
  • Accepted : 2016.06.30
  • Published : 2016.08.31

Abstract

This study investigated the effect of emotional appeals on consumers' attitude towards fair trade apparel advertisements, and their intention to purchase those fair trade apparels. The interaction effect of the advertising channel and the mediation effect of perceived consumer effectiveness(PCE) were examined. Four stimuli were manipulated using two types of emotions(positive/negative) and two types of advertising channels(magazine/SNS) were used to analyze consumers' reaction. The results demonstrated the significant differences in attitude towards ads and purchase intention according to the types of emotional appeals used in fair trade apparel ads. However, the interaction effect between the types of emotion and advertising channels was not identified. The results of mediation analysis showed that positive emotion influenced purchase intention directly without forming a favorable attitude towards the ads, whereas negative emotion had no significant influence on attitude towards the ads and purchase intention. The results also identified that PCE mediated between emotion elicited by ads and purchase intention. This study suggests that delivering images and messages that creates positive emotion should be considered when fair trade ads are produced. In addition, fair trade ads need to be devised to enhance PCE by emphasizing that ethical choices of individual consumers can change the working environment of manufacturing countries.

Acknowledgement

Grant : BK21플러스

Supported by : 서울대학교

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