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The Study on the Advertising Effect of Celebrity Harmony in High Involvement - Message Regulatory Focus and Self-Construal as An Moderator -
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고관여 상황에서 유명인 조화도가 광고효과에 미치는 영향에 관한 연구 : 메시지조절초점과 소비자 자기해석과의 상호작용효과를 중심으로

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Type
Academic journal
Author
Jun-Ho Song (서강대학교)
Journal
The Korean Entertainment Industry Association Journal of the Korea Entertainment Industry Association Vol.10 No.5 KCI Accredited Journals
Published
2016.10
Pages
43 - 59 (17page)
DOI
10.21184/jkeia.2016.10.10.5.43

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The Study on the Advertising Effect of Celebrity Harmony in High Involvement - Message Regulatory Focus and Self-Construal as An Moderator -
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Research history (4)

2016

The Study on the Advertising Effect of Celebrity" Harmony in High Involvement - Message Regulatory Focus and Self-Construal as An Moderator -
Jun-Ho Song Journal of the Korea Entertainment Industry Association 2016.10 Academic journal
The Study on Investigating The Role OfMessage Regulatory Focus and Self-ConstrualEffect of Multiple Models Advertising Effect
Jun ho Song 광고PR실학연구 2016.01 Academic journal

2014

(The) study on the advertising effect of multiple models : message regulatory focus and self-construal as an moderator
송준호 광고홍보학과 2014.01 Thesis

2013

The Study on the Advertising Effect of Multiple Models -Message Regulatory Focus as An Moderator-
HYOGYOO KIM 경영과 정보연구 2013.09 Academic journal
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Abstract· Keywords

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This research was to investigate that multiple harmonic models, in terms of multiple source effect and social consensus, are more effective than sing model in the high involvement. Also this research was to investigate the interaction effect between the harmony of models, message regulatory focus and self-construal and the interaction effect between the gender of models and the gender of the consumer
Main finding is that there is no difference of advertising effect between the multiple non harmonic models and single model and that promotion-focused message is more effective in the multiple harmonic models and prevention-focused message is more effective in the multiple non harmonic models. And also it was proved that for dependent consumer, multiple hormonic models and multiple non harmonic models, both of them are effective. The interaction between the gender of models and the gender of the consumer is not showed in the high involvement product situation.
#Involvement #Harmony Between The Models #Message Regulatory Focus #Self-Construal #관여도 #모델 간 조화도 #메시지조절초점 #자기해석

Contents

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경 및 연구문제
Ⅲ. 사전조사
Ⅳ. 실험광고물 제작과 측정척도와 결과분석
Ⅴ. 결론
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UCI(KEPA) : I410-ECN-0101-2017-691-001638951