Journal of Arbitration Studies (한국중재학회지:중재연구)

The Korean Association of Arbitration Studies (한국중재학회)
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The persuasive impact of advertorial that promotes consumer's potential for conflict : Focusing on the case of PCA

소비자의 분쟁 유발 가능성을 촉진하는 기사형 광고의 설득 영향: 언론 중재 위원회의 시정 권고 심의 대상을 중심으로

  • 김재영 (남서울대학교 광고홍보학과)
  • Received : 2021.05.14
  • Accepted : 2021.05.25
  • Published : 2021.06.01
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Abstract

The participants in this study were university students, who are millennials and familiar with various devices and SNS enabling hyper connection, such as smartphones, the Internet, and the Internet of Things. People are sustaining their relationships with others by using the latest technology and cutting-edge devices at will. Some purchases are made at offline stores through online information, but products are checked through offline stores and purchased online. The MZ generation, which does not always have a fixed and constant behavioral response pattern, was considered a participant in this study because the response pattern may vary depending on one's tendency to avoid uncertainty. As a result of experimenting with the MZ generation, similar results were found in all dependent variables. Advertorial and general ads treated as independent variables affected the participants' tendency to avoid uncertainty. In other words, uncertainty avoidance tendency and interaction effect were found as a result of verifying the effects on the dependent variable of ads type. In an advertorial, the group with low uncertainty avoidance tendencies showed higher dependent variable effects than the group with high uncertainty avoidance tendencies; in general ads, uncertainty avoidance tendencies were higher. The higher group showed higher dependent variable effects than the lower group. Therefore, the group with a low tendency to avoid uncertainty has a high level of dependent variable effects in the advertorial, and the group with high uncertainty avoidance tendency performs self-interpretation in general ads.

Keywords

Acknowledgement

이 논문은 2021년도 남서울대학교 학술연구비 지원에 의해 연구되었음.

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