본 연구는 중국의 교육학자 주융신의 TV강연 <미래에는 어떤 인재가 필요한가?> 를 연구대상으로 삼아, 청중을 설득하는 방법을 수사학 분류체계에 따라 착상, 배열, 표현, 발표 영역으로 나누어 분석하였다. 첫째, 착상 영역에서는 본 강연이 COVID-1 9라는 수사적 상황 속에서 미래 인재 교육을 위한 의견을 제시하기 위해 ‘권위의 말 터’, ‘연관성의 말터’ 등을 활용하여 논거를 제시하고 있음을 확인하였다. 둘째, 배열 영역에서는 12개의 단락을 들머리, 얼거리, 밝히기, 마무리로 구분하여 체계적인 설 득체제를 갖췄다. 셋째, 표현 영역에서는 비유, 끝말잇기, 연용, 배비 등 다양한 수사 법을 활용하여 청중의 이해도와 관심을 제고하고 있음을 알 수 있었다. 넷째, 발표 영역에서는 발음, 목소리, 옷차림, 손동작, 시선 등을 통해 강연자가 내용전달의 효과 를 극대화 하고 있음을 도출해내었다

This research examines how price discount, message assertiveness, and national culture interact to influence consumers’ response to the recycling messages on product packages. Results showed that American consumers respond more negatively to assertive (vs. nonassertive) recycling messages when paying a full price for the product, but they respond more positively to assertive (vs. nonassertive) messages when paying a discounted price for the product. For South Korean consumers, price discount and message assertiveness do not influence their responses to recycling advertising.

The purpose of this study is to find out how effective native content can be and how much 1) the web site type (news vs. entertainment vs. social networking site) and 2) the native content appeal (emotional vs. informational) will influence reader’s evaluations about a) the ad/website where the ad is placed and b) reader’s persuasion knowledge. The study also included an individual’s ad skepticism as one of the independent variables, arguing that the level of ad skepticism will influence the evaluations about the ad/website and individual’s persuasion knowledge. The result of the study can be helpful for advertisers to decide where and how to present native content. An online experiment, 3 (website type: news site/entertainment site/Facebook) X 2 (native content appeal: emotional/informational) X 2 (individual’s ad skepticism: high/low) was conducted to estimate the effects of independent variables on dependent variables, such as attitude towards the ad, website’s evaluation and individual’s persuasion knowledge. Introduction One of the newest ways of online advertising is ‘native ad’ or ‘native content.’ This new form of advertising provides companies the opportunity to introduce their products or services in a more natural way via online. Native ads normally match the design of other contents presented in the website and it should be perceived naturally as the rest of the content there (for example, in an online news site, the ad should be presented as news). Since native ads fit into the design of the site and people are there looking for stories to read, they provide higher rates of engagement as well as brand perception. However, there is a possibility of people feeling ‘deceived’ after realizing the story they click to read is no other but advertising. Furthermore, in the case of news websites, there have been instances of disapproval regarding native content. One of the arguments against native content presented in news sites points out that it is not ethical to present ads in the format of news. On the other hand, paid content can be seen as a useful alternative for non-intrusive online advertising which can generate more views among the users. Despite the increase of native content as a new form of advertising, academic study about native content (ads) is still difficult to find. The purpose of this study is to find out how effective native content can be and how much 1) the web site type (news vs. entertainment vs. social networking site) and 2) the native content appeal (emotional vs. informational) will influence reader’s evaluations about a) the ad/website where the ad is placed and b) reader’s persuasion knowledge. The study also included an individual’s ad skepticism as one of the independent variables, arguing that the level of ad skepticism will influence the evaluations about the ad/website and individual’s persuasion knowledge. Native content appears naturally, functioning like the rest of the content in the website. This characteristic makes it difficult for some people to tell the difference between the editorial content and paid content. By including ad skepticism as an independent variable, this study will show how people with high/low levels of ad skepticism will deal with this type of advertising. The result of the study can be helpful for advertisers to decide where and how to present native content. An online experiment, 3 (website type: news site/entertainment site/Facebook) X 2 (native content appeal: emotional/informational) X 2 (individual’s ad skepticism: high/low), was conducted to estimate the effects of independent variables on dependent variables, such as attitude towards the ad, website’s evaluation and individual’s persuasion knowledge. Literature Review Native Advertising and Evolution of Advertorials Native advertising is a method marketers use to present content in an interesting and subtle way on different websites or social media in a way that is almost camouflaging with the other content presented there. According to a IPG Media Lab survey, native advertising presented 53% more exposure than banners and it showed better performance regarding purchase intention, brand closeness and share intention. Native advertising’s origins can be found in what is defined as ‘advertorial’ (a combination of the words advertising and editorial). As we can find different arguments in native ads, we may also find discussions regarding similar topics related to advertorials. Cameron and Ju-Pak (2000)’s research supported that when stories are presented as editorial copy, they showed better credibility than those with a label of advertising. The ideas and main characteristics of advertorials appear today in native advertisements, bringing the advantages of advertorials to native ads. Marketers keep trying to make online advertising reliable and create effective sponsored content. However, as it was discussed with advertorials, when it appears difficult to tell the difference between news content and sponsored content, there is a possibility that the advertising is seen as deceptive (Pike, 2014). Since native content has become a popular online advertising format in reality, it is necessary to study it and the responses generated among the audience members of online news and different websites. Persuasion Knowledge Model & Ad Skepticism An individual’s ability to recognize and evaluate marketers’ persuasion goals and tactics is known as persuasion knowledge. Ad skepticism refers to a critical approach for consumers to evaluate and cope with advertising. Relating to the persuasion knowledge model and native content, one of the most important aspects for marketers is to determine the degree of persuasion knowledge that the target has in the different types of native content or the different website types where it is presented. This study will evaluate how an individual’s persuasion knowledge is affected after being exposed to native content. According to the persuasion knowledge model, we can assume that the more consumers know about the persuasion attempt of an agent, the lesser they are being persuaded. This study examined how the exposure to a new way of online advertising (native content) affects users’ persuasion knowledge. In the meantime, consumers with a higher level of skepticism make it harder for advertisers to find the effective format of online advertising. Consumers with a high level of skepticism may also be more aware of advertising strategies which leads to less positive responses to ads that use subtle persuasive techniques (Obermiller & Spangenberg, 1998, 2000). Previous research has shown that ad skepticism varies depending on advertising formats: banner advertisements present higher levels of skepticism than sponsored content. The present study differentiated persuasion knowledge from ad skepticism. Ad skepticism is regarded as a personal attribute. It is measured in order to find out how participants' level of ad skepticism (high/low) will influence the effects of native content. On the other hand, persuasion knowledge is seen as a way users will cope with advertising strategies. This research examined the effects different native advertising have on a reader’s persuasion knowledge. Research Questions & Hypotheses [RQ1]: Will the effect of native content on site evaluation be different depending on the website type, native content appeal and individual’s ad skepticism? [RQ2]: Will content appeal and website type influence the effects of native content on site evaluation (before/after)? [RQ3]: Will the effect of native content on persuasion knowledge be different depending on the website type, native content appeal and individual’s ad skepticism? [RQ4]: Will the effect of native content on attitude towards the ad (affective/cognitive/behavioral attitude and advertising credibility) differ depending on website type, native content appeal and individual’s ad skepticism? [H1]: Informational native content will show more positive cognitive attitude towards the ad than emotional content. [H2]: Emotional native content will show more positive affective attitude towards the ad than informational content. Research Method An online experiment was conducted in May 2016 in Seoul, Korea. Using a convenient and snowball sample, a total of 359 adult participants aged 18 or older took part in the online experiment. Experiment stimuli were created based on existing brands with high-involvement products (LG G5 mobile phone and CITI credit card). Experimental stimuli were created by the researchers to resemble native content and native ads in news sites, entertainment sites, and Facebook. The format of the contents was adapted from native content published in different sites (news site: /entertainment site: Huffington Post Korea, ). Participants were randomly assigned to one of the 6 cells (3 website types X 2 appeals). First, ad skepticism was measured followed by website evaluation. After each stimulus was shown, attitude towards the native ad, site evaluation and persuasion knowledge were measured. RESULTS AND DISCUSSION Despite the growing popularity of native advertising in various online sites, little research has been performed regarding its effects and possible variables influencing the effects of native advertising. This study intended to contribute to find an effective way to create native content and a suitable place to place the native content. The study found significant interaction effects between content appeal and site evaluation (before/after). Also, significant interaction effects on persuasion knowledge were found between website type and content appeal. On the other hand, main effects of independent variables (native content appeal and ad skepticism) showed interesting results. Results of RQ1 showed that a lower ad skepticism and informational content appeal presented more significant effects on site evaluation. In other words, participants with lower levels of ad skepticism were more likely to positively evaluate the site. Also, when comparing the types of appeal, informational native content turned out to be more effective on site evaluation than emotional appeal. However, the online experiment failed to detect a meaningful connection between website type and site evaluation. Significant differences were found in terms of participants’ website evaluation before and after presenting experimental stimuli, native content (RQ2). Contrary to what was expected, emotional appeal presented a bigger mean difference between site evaluation before and site evaluation after. This may be due to participants’ feeling of deception from native content with emotional appeal that leads a lower website evaluation among research participants (Howe & Teufel, 2014). According to Moore and Rodgers (2005), due to high levels of skepticism, online ads are perceived as the least reliable source of credibility. This can explain why content with informational appeal showed more favorable website evaluation over content with emotional appeal. The interaction effect between content appeal and website type on persuasion knowledge was significant. That is, informational appeal showed higher persuasion knowledge for both Facebook and news sites, whereas emotional appeal showed higher persuasion knowledge for entertainment sites. This result is consistent with the literature review presented above regarding website context and online advertising. Meanwhile, the fact that informational appeal increases persuasion knowledge on Facebook can be a subject for further research. Main effects of content appeal and ad skepticism were also found in increasing persuasion knowledge (RQ3). Ad skepticism showed significant main effects on attitude towards the ad over all four categories (affective, cognitive, behavioral attitudes and ad credibility). In other words, participants with lower ad skepticism showed more positive affective/cognitive/behavioral attitudes towards the native content and believed the ad was better. This finding supported previous research on ad skepticism where consumers with low levels of skepticism had more positive responses to advertising (Obermiller & Spangenberg; 1998, 2000). In conclusion, this study showed that participants with a lower level of ad skepticism show more positive reactions to native content than those who tend to be more skeptical about advertising in general. Also, informational appeal appeared to be more effective when compared to emotional content: informational appeal native ads resulted in more positive cognitive/behavioral attitudes towards the native ad and more ad credibility (RQ4).

Introduction An individual’s Persuasion Knowledge is his or her knowledge of the persuasive nature of messages (Freisted and Wright 1994). Most adults are assumed to have this knowledge that enables them to be sceptical of persuasive messages, and to incorporate this information in their decision-making about promoted products. Children are viewed as vulnerable to persuasive messages (Nelson 2016) because they have not developed the appropriate knowledge base to be sceptical of messages (Mallinckrodt and Mizerski 2007) and thus unable to discount the claims made by marketers. This lack of ability to be sceptical is argued to lead to “…the vulnerability of young audiences to the negative effects of advertising” (Nelson 2016, p. 169) like obesity, materialism, poor quality of life and higher rates of mortality. Because of the wide acceptance that young children are particularly vulnerable to persuasive messages, advertising targeting children has been banned in several countries and proposed for others (Mizerski et al. 2016; Wang 2016). Many studies about Persuasion Knowledge or Advertising Knowledge (communication research) have been published over the 40 plus years since Ward (1972) first discussed the concept. However, few studies have tested whether Persuasion Knowledge is an antecedent to children’s sceptical responses to persuasive messages. The 11 studies that have tested the link (see Mizerski et al. (2016) for a review) used a wide variety of single item or reflective measures (measures that reflect the construct). They provide inconsistent findings except that the child’s age is positively associated with acquiring knowledge about persuasive messages like advertising or playing advergames. For example, while most researchers assumed or argued a positive link between young children’s persuasion knowledge and their scepticism, Buijzen (2007) and Christenson (1982) failed to find this link. Robertson and Rossiter (1974) reported children’s understanding of persuasive intent (commercials persuade one to buy things) was positively related with young children’s scepticism, but assistive intent (commercials tell one about things) was negatively related. The inconsistent findings of children’s responses to commercial messages may be due to more than the lack of consistent measures. The use of reflective rather than formative measure of young children’s persuasion knowledge may be another reason for inconsistent findings. “Young” children are those under eight years old (Mizerski 1) shashaatperth@gmail.com et al. 2016), but a lack of sufficient persuasion knowledge has been found with children over 16 years old (Carter et al. 2011). Most recent studies have adopted the Freisted and Wright (1994) Persuasion Knowledge Model that is based on the information processing of an adult buyer. Adults tend to have obtained Persuasion Knowledge so their knowledge may be captured with measures that reflect the construct. Young children are in the process of obtaining Persuasion Knowledge. The ability to understand the source of the message and the persuasive intent of the source are often cited as antecedents to having Persuasion Knowledge. These constructs form over time and cause persuasion knowledge (Nelson 2016). Therefore, it should be a formative measure. Measuring social class is a classical formative measure because causal elements like where you live and your profession can’t be accurately calculated for children. Social class forms over time. The use of a reflective measure when a formative measure should be used leads to several problems (Diamantopoulos and Siguaw 2006; Diamantopoulos and Winklhofer 2001), particularly an increase in Type II errors-“false negatives” (MacKenzie, Podsakoff and Jarvis 2005). For example, this means ruling out a causal element of persuasion knowledge when it is causal. This paper will compare existing single item or multi-item reflective measures used with young children, with a formative measure of the Persuasive Knowledge construct. The best way to validate a construct is to test it with external variables empirically and theoretically linked to the construct, including both antecedents and consequences (Diamantopoulos and Winklhofer 2001). Three variables, theoretically and/or empirically linked with young children’s Persuasion Knowledge, are tested in a baseline model to assess the external validity of the construct. These variables are age (Ward 1972), responses toward persuasive marketing messages (such as scepticism) and affect toward the persuasive messages (Mizerski et al. 2016; Wang 2016). Therefore, it is expected that the goodness-of-fit measures for the model using the formative measure of young children’s Persuasion Knowledge will provide a better fit to the data than the reflective measures. To further test the formative nature of young children’s Persuasion Knowledge, two additional models are tested. Researchers are responsible to set the weights of indicators of a formative construct, so a formative model with expert knowledge weights is developed (Figure 1). The indicators or elements of a formative construct should be able to reveal different facets so another model with different facets is developed. Consistent findings of the two models and the proposed baseline model will further support the formative nature of this construct. Apart from content validity and external validity, we also test the measures of the construct with another data set (Mallinckrodt and Mizerski 2007) to test the models’ generalisability. The Mallinckrodt and Mizerski study used children from a different cultural background (Australian vs. Chinese young children), but have similar ages and measures of Persuasion Knowledge and external variables. Further confirmation of the structure of the measurement model is provided if the same relationships are found with the second data set. Methodology Sample The population to be sampled are young Chinese children. China was selected because it has the largest population of young children, is the largest market for toys and a children’s toy is the stimulus product in the experimental study. The sample frame is day care schools in a Northern Chinese city of approximately eight million people. Procedure This is an experiment-based study with a control group. After individual exposure to a toy TV advertisement for a “magic ruler” that can be made into many different shapes with a Dinosaur shape shown in the ad, participants were each asked to answer questions. Cartoon pictures of the question options accompanied by verbal statements were used to reduce the possibility of misunderstanding young children’s responses on Persuasion Knowledge related questions. To reduce any effects of young children choosing the first option they see, pictures or options were shown in a random order. Children were told that there is no right or wrong answer, and they could withdraw at any point. Measures Persuasion knowledge was measured three ways; including a single-item measure, a summated-items measure, and a formative measure. Through an analysis and coding of 20 studies that tested the effect of young children’s persuasion knowledge (Mizerski et al. 2016), six items were found to measure the Persuasion Knowledge construct. The single-item measure used is the children’s understanding of the advertisers’ intention to make them ask their parents to buy (parent-buying intent). This was treated as the most important aspect of persuasion knowledge by several researchers (Carter et al. 2011; Mallinckrodt and Mizerski 2007). A summated-items measure included six items, frequently used in prior scholarly work. The formative measurement model was built using the same six items but by changing the direction of influence, with the causal flow from measures to the construct. Other variables include the children’s scepticism, their belief of false claims made in the ad and affect toward the toy TV advertisement (see Figure). After a CFA analysis with five questions, the scepticism factor score was derived as a standardised measure that followed a normal distribution. Scepticism ranged from -0.59 to 1.35, with an average of 0.07 and SD of 0.68. Belief of false claims (named as “false beliefs”) shown in the TV advertisement indicated that most children did not believe the two false claims included in the ad (84% and 69% respectively). Affect towards the toy TV ad was measured using one question: “Do you like this video?” to which most children (88%) indicated yes. Results, Discussion And Implication Fifty-four different patterns or combinations of the six persuasion knowledge items were found. This pattern show substantial heterogeneity in children’s Persuasion Knowledge, and further illustrates that young children are accumulating or forming their Persuasion Knowledge (Friestad and Wright 1994). In addition, these items have low correlations to one another that are typical of a formative measure. These findings of variability of knowledge levels and weak association between them indicate the potential multiple-dimension, formative nature of the construct of persuasion knowledge for young children. This may apply specifically to young children who are at the stage of increasing their learning abilities and developing or forming their knowledge. No relationship was found in the structural models using the reflective single-item measure and summated-items measure of persuasion knowledge, and the models showed a poor fit. However, relationships were found in the structural model that applied the formative measure of persuasion knowledge, with good model fit (see Table 1). Because a formative measure is supported, we tested the formative nature of Persuasion Knowledge on a previous study’s data (Mallinckrodt and Mizerski 2007). A formative model using that study’s data showed the same relationships between Persuasion Knowledge and its external variables. This consistency supports a formative measure of young children’s persuasion knowledge. Any review of future or past research should note the possible impact of using reflective measures of young children’s Persuasive Knowledge. To generalise the findings more research needs to be done for different product categories and age groups. More product categories, such as food and movies, and age groups could be taken into consideration. While few studies have tested the association of young children’s Persuasion Knowledge to scepticism toward the message, even fewer have tested the link of scepticism to young children’s responses to the advertised product (e.g. like, prefer, choose). Most of these studies do not find a link. If having Persuasion Knowledge doesn’t influence a young child’s desire for the brand, why teach it (e.g. Nelson 2016) or ban advertising because the children don’t have Persuasion Knowledge? Perhaps using a formative measure the link will be found.

Lee Ha-young. 2015. “A Linguistic Contrastive Study on Korean and Japanese Persuasion Behaviors: Around strategic characteristics”. The Sociolinguistic Journal of Korea 23(3). 267~293. This study aimed to contrast and compare the Korean native speaker’s and the Japanese native speaker’s use patterns of language strategies in the persuasion situation from the perspective of politeness. Through this study, under the situation of ‘recommendation’ where the other being persuaded felt relatively less burden, the Korean native speaker and the Japanese native speaker showed the pattern using the same strategies for persuasion in the order of the ‘objectivity-pursuing strategy’ > the ‘speaker’s position-expression strategy’ > the ‘listener’s mind-inducement strategy’. Next, for the case that the other being persuaded was belonged to the lower status than the speaker in their social relations, it was found that Korean native speaker showed the tendency trying to persuade the other by using the ‘speaker’s position-expression strategy’ regardless the listener’s response types, but Japanese native speaker showed the pattern highly using the ‘speaker’s position-expression strategy’ only in the equal social relations between the speaker and the listener (the other being persuaded) if the other directly refuse the speaker’s suggestion. So far, this study investigated the both Korean native speaker’s and the Japanese native speaker’s use patterns of persuasion strategies through various variables.

본 연구는 수용자의 인지욕구에 따라 제품유형과 매체유형의 설득효과를 검증하는데 목적을 두었다. 연구결과, 인지욕구 수준이 높은 집단의 경우 하이테크 제품과 비하이테크 제품 모두 팟캐스트 매체에 대 한 광고태도가 높은 것으로 나타났으나, 인지욕구 수준이 낮은 집단은 하이테크와 비하이테크 제품 모두 인쇄매체에 대한 광고태도가 더 높은 것으로 나타났다. 브랜드태도의 경우에는 삼원상호작용 효과가 나 타나지 않았다. 광고주 공신력의 경우 인지욕구가 높은 집단과 낮은 집단 모두 팟캐스트 매체가 효과적인 것으로 나타났으나, 제품 유형에 따라서는 인지욕구 수준에 따라 서로 다른 효과가 있는 것으로 나타났다. 즉 인지욕구가 높은 집단의 경우 팟캐스트와 인쇄매체 모두 하이테크 제품에 광고주 공신력을 높게 평가 하는 것으로 나타났고, 인지욕구가 낮은 집단은 팟캐스트와 인쇄매체 모두 비하이테크 제품에 광고주 공 신력을 높게 평가하는 것으로 나타났다. 구매의도에 대해 매체별로는 인지욕구가 높은 집단과 낮은 집단 모두 팟캐스트 매체가 더욱 효과적인 것으로 나타났으며, 인지욕구가 높은 집단은 두 가지 매체 모두 하이 테크 제품에 구매의도가 높으며, 인지욕구가 낮은 집단은 비하이테크 제품에 더 높은 구매의도를 보이는 것으로 나타났다. 특히 인지욕구가 높은 집단의 경우에는 팟캐스트를 활용한 비하이테크 제품보다 인쇄 매체를 활용한 하이테크 제품에 대한 구매의도가 높았으며, 인지욕구가 낮은 집단의 경우 팟캐스트를 활 용한 비하이테크 제품에 구매의도가 가장 높은 것으로 나타났다.

본 연구는 청소년의 우울이 자살생각에 미치는 영향에 대해서 살펴보고, 우울이 자살생각에 미치는 영향에서 종교적 신념과 개인통제력의 조절효과를 살펴보고자 하였다. 이를 위해서 서울시의 2개 구에 거주하는 청소년 총 409명을 대상으로 설문조사를 실시하였다. 수집된 자료는 SPSS 17.0 프로그램을 사용하여 연구문제를 검증하였다. 연구 결과는 첫째, 청소년의 우울이 자살생각에 영향을 미치는 요인으로 나타났다. 둘째, 청소년의 우울이 자살생각에 미치는 영향에서 종교적 신념이 조절효과가 있는 것으로 나타났다. 셋째, 청소년의 우울이 자살생각에 미치는 영향에서 개인통제력이 조절효과가 있는 것으로 나타났다. 즉, 청소년의 우울이 자살생각에 미치는 영향에서 종교적 신념과 개인통제력이 조절효과가 있는 것으로 나타났다.

본 연구는 광고디자인에 있어서 광고에 포함되어 있는 정보의 양의 광고수용자의 광고평가에 어떠한 영향을 미치는지를 검증하였다. 기존 연구는 주로 자원-부합이론(Resoruce-matching theory)의 관점에서 광고에 포함되어 있는 외부정보의 효과만을 주로 검증하였다. 그러나 본 연구에서는 이와는 달리 광고에 제시된 브랜드명 의해 유발된 심상정보처리와 같은 내부정보의 정보량이 어떻게 광고수용자의 광고평가효과를 조절하는지를 두가지의 실험을 통하여 검증하였다. 실험결과에 따르면 광고에서 제시된 브랜드명은 광고수용자가 인지적 잉여자원이 있는 경우 심상정보처리를 유발시키고 이러한 심상정보처리과정이 명성브랜드일 경우에는 광고에 대한 평가를 긍정적으로 유도하는 반면 비명성브랜드의 경우에는 부정적으로 유발하는 것으로 나타났다. 이러한 연구의 결과는 광고디자인프로세스에서 명성브랜드라면 광고효과를 증대시키기 위해 제품관련정보를 많이 내포해야 할 필요는 없다는 점을 시사하고 있다 오히려, 이미 소비자의 인식속에 구축되어 있는 브랜드자산을 통해 심상정보처리와 같은 내부정보탐색을 할 수 있는 여지를 마련하도록 광고디자인을 설계하는 것이 바람직하다고 할 수 있다. 반대로 비명성브랜드의 경우에는 광고효과를 극대화하기 위하여 제품관련정보를 다양화해야 할 필요가 있다. 이러한 결과가 향후 광고디자이너들이 광고디자인을 수행하는 프로세스상에서 광고수용자들에게 광고효과를 극대화하기 위해 어떻게 광고디자인을 수행해야 할 것인지에 도움을 되기를 바란다.

본 연구는 논증적이고 탐색적인 연구를 통하여 신화적 원형(mythical archetypes)이 적용된 차별적 브랜드 내러티브(brand narrative)의 의미 생성과 그 설득 효과에 대해 규명해보고자 한다. 이를 위하여 인간의 집단적 무의식의 원형인 집합적인 꿈, 본능적인 열망, 정서적 감정을 담은 신화의 스토리텔링이 브랜드 모티프(brand motif)와 내러티브로 결합되었을 때 효율적인 브랜드 콘셉트와 의미 생성 경로로 작용하고 있는지를 살펴본다. 아울러 신화적 브랜드 내러티브는 내재적 점화 과정을 통해 설득 지식의 활성화에 유의미한 영향을 미칠 것이라는 추론을 논증해 보고자 한다. 또한 브랜드 내러티브가 브랜드 정체성, 브랜드 퍼스낼리티 및 소비자와의 정서적 관계를 향상하는데 유용한 수단이 될 수 있는지 검토하고, 자아 브랜드 연결성을 강화하기 위한 조절작용을 할 수 있는지 파악해 보고자 한다.

본 연구는 온라인 쇼핑상황에서 소비자 구매의도를 촉진하는데 보다 효과적인 메시지 구성을 파악함으로써 관련 분야에 이 론적 및 실무적 시사점을 제공하기 위한 것이다. 희소성과 메시지 프레이밍이 제품태도와 구매의도에 미치는 영향에 있어 과거 온라인 쇼핑에서 불만족 경험 유무에 따른 조절효과를 분석하였다. 연구문제 해결을 위해 실험물을 제작하고 부산지 역 200명의 대학생을 대상으로 설문조사를 실시하였다. 실험물은 2(희소성 메시지 유/무)×2(프레이밍 메시지 긍정/부정) 단순 요인설계 실험방식을 사용하였고, 분석기법으로는 ANOVA가 사용되었다. 분석결과, 희소성 메시지가 제품태도와 구 매의도에 미치는 영향에서 부정경험의 조절효과는 유의한 것으로 나타났다. 뿐만 아니라, 메시지 프레이밍이 제품태도와 구매의도에 미치는 영향에서 부정경험의 조절효과 또한 유의한 것으로 나타났다. 본 연구의 결론에서는 연구결과에 따른 시사점과 한계점을 논의하고 향후 연구에 대한 방향을 제시하였다.