인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록·키워드
This study aims to investigate which difference exists in emotional reaction induced by advertising and attitude toward advertising depending on the types of advertising appeals(emotional appeal/rational appeal). And this study tries to reveal the effects of emotional reaction about bottled water advertising on attitude toward advertising and purchase intentions.
Total 300 questionnaires were distributed and 260 were returned usable. Subjects were exposed to print ads of two versions of emotional appeal and rational appeal. The results of this study were as follows :
First, the consumer emotional reaction of bottled water advertising by the types of appeal showed statistically significant difference. Except for emotional reaction of ‘domination’, emotional appeal advertising was more higher than rational advertising for ‘pleasure’ and ‘arousal’ feeling. Second, there existed the significant differences between rational appeal and emotional appeal to the attitude toward the advertising. Third, the consumer emotional reaction evoked by bottled water advertising had a significant influence on the attitude toward advertising. Fourth, advertising attitude had a positive influence on purchase intention.
Total 300 questionnaires were distributed and 260 were returned usable. Subjects were exposed to print ads of two versions of emotional appeal and rational appeal. The results of this study were as follows :
First, the consumer emotional reaction of bottled water advertising by the types of appeal showed statistically significant difference. Except for emotional reaction of ‘domination’, emotional appeal advertising was more higher than rational advertising for ‘pleasure’ and ‘arousal’ feeling. Second, there existed the significant differences between rational appeal and emotional appeal to the attitude toward the advertising. Third, the consumer emotional reaction evoked by bottled water advertising had a significant influence on the attitude toward advertising. Fourth, advertising attitude had a positive influence on purchase intention.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
최근 본 자료 전체보기
UCI(KEPA) : I410-ECN-0101-2017-324-001848793
