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ISSN : 1229-8778
본 연구는 소비자의 사전지식, 광고맥락, 처리목적에 따라 소비자들이 광고내용을 범주처리 하는지 속성처리 하는지를 살펴보았다. 실험결과, 사전지식이 많은 소비자들은 광고와 제품간의 맥락이 일치할 때 범주처리를 그리고 불일치할 때 속성처리를 하는 것으로 나타났으며, 사전지식이 적은 소비자들은 맥락에 상관없이 속성처리를 하는 것으로 나타났다. 또한 소비자들의 광고처리목적이 광고평가일 경우 맥락이 일치할 때 범주처리를 그리고 불일치할 때 속성처리를 하는 것으로 나타났으며, 처리목적이 제품평가일 경우 맥락에 관계없이 속성처리를 하는 것으로 나타났다.
This study examined the effects of prior knowledge, context of advertisement and ad processing goals on ad information processing. For this study, it was necessary to observe the contrary hypothesis between two information processing theories: category process and piecemeal process. The results showed that the consumers with high level of prior knowledge used a category-based process when the context between ad and product was congruent and a piecemeal process when the context was not congruent. The consumers with low level of prior knowledge used a piecemeal process regardless of the context. In addition, for the ad processing goal, consumers used a category process when the ad context was congruent and a piecemeal process when it was not congruent. Also, in the case of product processing goal, they used a piecemeal process regardless of the context.
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