Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Affective Valence, Perceived Self-Relevance, and Visual Attention on Attitudes toward PSA's Issues: Moderated Mediation of Digital EEG Arousal

공익캠페인의 정서성, 자아관련성, 시각적 주의가 캠페인 태도에 미치는 영향: 디지털 뇌파(EEG) 기반 각성의 조절된 매개효과

  • Yang, Byung-hwa (Dept. of Psychology, Kangwon National University) ;
  • Jo, A-young (Dept. of Psychology, Kangwon National University)
  • Received : 2017.01.24
  • Accepted : 2017.03.20
  • Published : 2017.03.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study examined the conditional indirect effect of EEG (electroencephalogram) arousal on the relationship among affective valence, visual attention, perceived self-relevance, and attitudes toward campaign issues in the context of public service announcements (PSAs). Using SPSS macro (No. 14) of conditional process model, the findings in this current study indicated that the perceived self-relevance mediates the relationship between affective valence of PSA and attitudes toward issues and, in turn, is moderated by EEG arousal, indicating goodness-of-fit of the moderated mediation of psychophysiological arousal on PSAs. The results suggested that management of PSAs should be considered the strategic combination between affective valence and perceived self-relevance in advertising appeals.

본 연구는 조건과정모델링에 기초하여 공익광고캠페인의 정서성과 이슈에 대한 수용적 태도의 관계에서 시각적 주의와 지각된 자아관련성의 매개효과와 매개변인에 대한 EEG 각성의 조절효과를 알아보고자 했다. 이를 위해 SPSS 22.0의 Multiple Mediation 절차와 SPSS Macro(14번)를 이용하여 조절된 매개효과를 분석하였다. 본 연구결과는 첫째, 공익캠페인의 정서성은 지각된 자아관련성을 매개로 이슈에 대한 수용적 태도에 유의미한 영향을 보였다. 둘째, EEG 각성은 시각적 주의 및 지각된 자아관련성과 유의미한 상호작용효과를 나타냈다. 셋째, 정서성과 수용적 태도의 관계에서 지각된 자아관련성의 매개효과는 EEG 각성에 의해 조절되는 효과를 보였다. 본 연구결과는 공익캠페인의 부정소구보다는 긍정소구에서만 유효하였다. 이러한 결과를 바탕으로 공익광고캠페인의 정서소구를 활용하기 위해서는 공익캠페인에 대한 소비자의 지각된 자아관련성과 주의를 전략적으로 결합할 수 있음을 확인하였다.

Keywords

Acknowledgement

Supported by : 교육부, 한국연구재단

References

  1. A. O'cass and D. Griffin, "Antecedents and consequences of social issue advertising believability", Journal of Nonprofit and Public Sector Marketing, Vol. 15, No. 12, pp. 87-104, 2006. https://doi.org/10.1300/J054v15n01_05
  2. G. Noble and A. Pomering, "Gender and message appeal: Their influence in a pro-environmental social advertising context", Journal of Social Marketing, Vol. 4, No. 1, pp. 4-21, 2014. https://doi.org/10.1108/JSOCM-12-2012-0049
  3. V. Cauberghe, P. De Pelsmacker, W. Janssens and N. Dens, "Fear, threat and efficacy in threat appeals: Message involvement as a key mediator to message acceptance", Accident Analysis and Prevention, Vol. 41, No. 2, pp. 276-285, 2009. https://doi.org/10.1016/j.aap.2008.11.006
  4. P. M. Herr, C. M. Page, B. E. Pfeiffer and D. F. Davis, "Affective Influences on evaluative processing", Journal of Consumer Research, Vol. 38, No. 5, pp. 833-845, 2012. https://doi.org/10.1086/660844
  5. S. Shapiro, D. J. MacInnis and C. W. Park, "Understanding program-induced mood effects: Decoupling arousal from valence", Journal of Advertising, Vol. 31, No. 4, pp. 15-26, 2002.
  6. J. P. Forgas, "Mood and judgment: The affect infusion model (AIM)", Psychological Bulletin, Vol. 117, No. 1, pp. 39-66, 1995. https://doi.org/10.1037/0033-2909.117.1.39
  7. I. G. Shin and Y. S. Choi, "Study on the effects of storytelling advertising", Journal of Digital Convergence, Vol. 12, No. 10, pp. 541-556, 2014. https://doi.org/10.14400/JDC.2014.12.10.541
  8. G. G. Kim and H. O. Do, "Holistic thinkers' attitude toward the emotional ads.: focused on hotel brands' extension ads.", Journal of Digital Convergence, Vol. 10, No. 3, pp. 179-189, 2012. https://doi.org/10.14400/JDPM.2012.10.3.179
  9. N. Schwarz and G. L. Clore, "Mood as information: 20 years later", Psychological Inquiry, Vol. 14, No. 3-4, pp. 296-303, 2003. https://doi.org/10.1207/S15327965PLI1403&4_20
  10. M. T. Banich, "Cognitive neuroscience and neuropsychology". Boston : Houghton Mifflin Co., 2004.
  11. S. W. Kim and H. C. Kim, "The relationship between EEG prefrontal asymmetry and emotion following exercise deprivation in people with exercise addiction", Journal of Digital Convergence, Vol. 14, No. 10, pp. 521-534, 2016. https://doi.org/10.14400/JDC.2016.14.10.521
  12. G. Gorn, M. T. Pham and L. Y. Sin, "When arousal influences ad evaluation and valence does not (and vice versa)", Journal of Consumer Psychology, Vol. 11, No. 1, pp. 43-56, 2001. https://doi.org/10.1207/S15327663JCP1101_4
  13. V. Venkatraman, J. W. Payne and S. A. Huettel, "An overall probability of winning heuristic for complex risky decisions: Choice and eye fixation evidence", Organizational Behavior and Human Decision Processes, Vol. 125, No. 2, pp. 73-87, 2014. https://doi.org/10.1016/j.obhdp.2014.06.003
  14. R. L. Celsi and J. C. Olson, "The role of involvement in attention and comprehension processes", Journal of Consumer Research, Vol. 15, No. 2, pp. 210-224, 1988. https://doi.org/10.1086/209158
  15. W. S. Jung and J. Villegas, "The effects of message framing, involvement, and nicotine dependence on anti-smoking public service announcements", Health Marketing Quarterly, Vol. 28, No. 3, pp. 219-231, 2011. https://doi.org/10.1080/07359683.2011.595641
  16. I. M. Lewis, B. Watson and K. M. White, "Response efficacy: The key to minimizing rejection and maximizing acceptance of emotion-based anti-speeding messages", Accident Analysis and Prevention, Vol. 42, No. 2, pp. 459-467, 2010. https://doi.org/10.1016/j.aap.2009.09.008
  17. Z. Wang, A. C. Morey and J. Srivastava, "Motivated selective attention during political ad processing: The dynamic interplay between emotional ad content and candidate evaluation", Communication Research, Vol. 41, No. 1, pp. 119-156, 2014. https://doi.org/10.1177/0093650212441793
  18. S. D. Bradley, J. R. Angelini and S. Lee, "Psychophysiological and memory effects of negative political ads aversive, arousing, and well remembered", Journal of Advertising, Vol. 36, No. 4, pp. 115-128, 2007. https://doi.org/10.2753/JOA0091-3367360409
  19. V. C. Broach and T. J. Page, "Television programming and its influence on viewers' perceptions of commercials: The role of program arousal and pleasantness", Journal of Advertising, Vol. 24, No. 4, pp. 45-54, 1995. https://doi.org/10.1080/00913367.1995.10673488
  20. J. D. Jensen, A. J. King, N. Carcioppolo and L. Davis, "Why are tailored messages more effective? A multiple mediation analysis of a breast cancer screening intervention", Journal of Communication, Vol. 62, No. 5, pp. 851-868, 2012. https://doi.org/10.1111/j.1460-2466.2012.01668.x
  21. M. Hota, R. C. Caceres and A. Cousin, "Can public-service advertising change children's nutrition habits? The impact of relevance and familiarity", Journal of Advertising Research, Vol. 50, No. 4, pp. 460-475, 2010. https://doi.org/10.2501/S0021849910091610
  22. X. Nan, "Emotional responses to televised PSAs and their influence on persuasion: An investigation of the moderating role of faith in intuition", Communication Studies, Vol. 60, No. 5, pp. 426-442, 2009. https://doi.org/10.1080/10510970903260236
  23. SMI, "iView XTM system manual (ver. 2.8)". Boston: SensoMotoric Instruments GmbH, 2011.
  24. X. M. Cohen, "Analyzing neural time series data: theory and practice". London: MIT Press, 2014.
  25. A. F. Hayes, "An index and test of linear moderated mediation". Multivariate Behavioral Research, Vol. 50, No. 1, pp. 1-22, 2015. https://doi.org/10.1080/00273171.2014.962683
  26. S. W. Shin, M. Y. Shin, Y. S. Jung and J. H. Lee, "An Investigation of Social Commerce Service Quality on Consumer's Satisfaction", Journal of IT Convergence Society for SMB, Vol. 5, No. 2, pp. 27-32, 2015.