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The Effect of Advertising Content Creativity on Desire to Postpone Cognitive Closure and Ad Attitude - Focusing on the Mediating Effect of Disfluency

광고 콘텐츠의 창의성이 인지종결 지연욕구와 광고태도에 미치는 영향 - 비유창성의 매개효과를 중심으로

  • 박현정 (서일대학교 커뮤니케이션 디자인학과) ;
  • 유승철 (이화여자대학교 커뮤니케이션 미디어학부)
  • Received : 2017.09.11
  • Accepted : 2017.11.14
  • Published : 2017.12.28

Abstract

So far, there have been studies to verify the effectiveness of creative advertising contents, but there have been few studies explaining why creative advertisement contents are effective in consumer cognitive processes. The purpose of this study is to examine the effect of creativity of ad contents on desire to postpone cognitive closure and ad attitude. Furthermore, the cause of the advertising effect of the creative advertisement contents was set as disfluency and the relationship between the related variables was verified. Research has shown that creative advertising does not directly produce positive advertising attitudes, but it also forms ad attitudes through mediating effects of disfluency. In addition, it was found that disfluency mediated the desire to postpone cognitive closure in creative advertising. In summary, this study finds that the disfluency of advertising is an important variable for enhancing the advertising effect of creative advertisement. This study verified the advertising effect of creative advertisement by connecting it with consumers' cognitive variables.

Keywords

Advertising Content;Creative Content;Desire To Postpone Cognitive Closure;Disfluency;Cognitive Delay Needs;Cognitive Closure;Ad Attitudes

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