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

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

  • 박현정 (서일대학교 커뮤니케이션 디자인학과) ;
  • 유승철 (이화여자대학교 커뮤니케이션 미디어학부)
  • 투고 : 2017.09.11
  • 심사 : 2017.11.14
  • 발행 : 2017.12.28

초록

지금까지 창의적 광고 콘텐츠의 광고효과를 검증하는 연구는 있었지만 소비자의 인지과정에서 왜 창의적 광고 콘텐츠가 효과적인지 그 이유를 설명한 연구는 많지 않았다. 본 연구는 광고 콘텐츠의 창의성이 인지 종결 지연욕구와 광고태도에 미치는 영향을 알아보았다. 더 나아가서 본 연구는 창의적 광고 콘텐츠의 광고 효과 유발 원인을 비유창성으로 설정하고 관련 변인들 간의 관계를 검증했다. 연구 결과 창의적 광고의 비유창성이 인지종결 지연욕구를 매개하는 것으로 나타났다. 이는 광고의 비유창성이 창의적 광고의 광고효과를 높이는 중요 인지변인임을 의미한다. 창의적 광고의 광고효과를 소비자의 인지변인들과 연결해 검증했다는 점에서 본 연구는 학술적 의미를 지닌다.

키워드

광고;창의적 콘텐츠;인지종결 지연욕구;비유창성;소비자 인지과정;광고태도

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