Communication Formats and Ad Effectiveness : Attribute versus Benefit Orientation 정보전달양식이 광고효과에 미치는 영향 : 속성위주전달과 편익위주전달간의 비교

Two different appeals are compared: attribute vs. benefit orientation. Three hypotheses of this comparison are addressed mainly by applying theories of means-end chain and self-reference. First, the belief of product innovativeness is more likely to mediate new product evaluation in benefit orientation than attribute orientation. Second, attitude toward the ad is more likely to mediate this evaluation in attribute orientation than benefit orientation. Third, that belief is more likely to mediate the ad attitude in attribute orientation than benefit orientation. The experimental data do not support the second hypothesis. The other two hypotheses are empirically accepted.
Publisher
한국광고학회
Issue Date
1998
Language
KOR
Citation

광고학연구, v.9, no.1, pp.53 - 71

ISSN
1225-0554
URI
http://hdl.handle.net/10203/4134
Appears in Collection
KGSM-Journal Papers(저널논문)
Files in This Item
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