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The Influence on Congruency between Image Location, Regulatory Focus and Message in Digilog Product Evaluation

이미지배치, 조절초점, 메시지 일치성이 디지로그 제품 평가에 미치는 영향

  • 곽준식 (동서대학교 경영학부 경영학전공)
  • Received : 2017.02.27
  • Accepted : 2017.04.05
  • Published : 2017.06.28

Abstract

Currently, there are many digilog products that combine convenience of digital product with feeling of analog product. The experiment was conducted to study the effect of image location, regulatory focus, and message direction in digilog product evaluation. First, ad evaluation of digilog product is more favorable when regulatory focus and message direction is consistent. Especially, this effect is shown when image is located in the right side. Second, people evaluate digital product warmer when regulatory focus and message direction is consistent. This effect is stronger when image is located in the left side. Last, purchase intention is more favorable when regulatory focus and message direction is consistent. This effect is shown when image is located in the right side.

Keywords

Digilog Product;Image Location;Regulatory Focus;Message Direction;Product Evaluation

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