자기 해석과 메시지 지향성이 가치 주장 광고 효과에 미치는 영향

Abstract

Abstract The present study examined the effects of self-construal and me ssage orientation on value advocacy advertising. An experiment of college students was conducted to investigate relationship between the attitude toward advocacy advertisements and the purchase intention. The results showed that people with interdependent self-constru al have more positive attitude toward the advocacy advertisements than people with independent self-construal. The interaction effects between self-construal and mes-sage orientation on the value advocacy advertisements were not found significant. However, it was found that even people with independent self-construal showed more positive attitude toward the advocacy advertisement with oth-ers-orientation messages than the advertisement with self-orien tation messages in value advocacy advertising. Based on the findings, theoretical and managerial implications for value advocacy advertising were discussed. Keywords：Values Advocacy Advertising, Self-Construal, Message Orientation, Advertising Effect