Health Communication Research 2023 KCI Impact Factor : 0.75
-
pISSN : 2093-2707 / eISSN : 2671-5856
- https://journal.kci.go.kr/hcr
KJCKorea
Journal Central
The Effects of Message Styles on TV Advertising for Household Chemical Products on Attitude and Purchase Intentions
- Health Communication Research
- 2020, 19(1), pp.19-64
- DOI : 10.24172/hcr.2020.19.1.19
- Publisher : Korea Health Communication Association
- Research Area : Social Science > Journalism and Broadcasting > Communication
- Received : May 28, 2020
- Accepted : July 21, 2020
- Published : July 31, 2020
Hyunjae Yu
1,
Hyunseo Lee
1,
You, Myoungsoon
2
1서강대학교
2서울대학교
Candidate
ABSTRACT
This article challenged to understand the perceptions of consumers by presenting two types of messages in TV commercials of two major types-laundry detergents, fabric softeners-of household chemical products to consumers. More specifically, warnings and supporting statements from some experts were presented in an advertisement edited on a storyboard basis to the participants. After the exposure of the storyboard, the participants were asked to answer regarding diverse questions including the attitudes toward the media contents, the attitudes toward the product seen, and the purchase intentions. Surprisingly, the experiments showed a certain increase in terms of the positive attitude toward the product as well as the purchase intentions when they are exposed to warning signs explaining the possible risks of when they are using the household chemical products, or to the advertisements with expert recommendations. The results from this study are considered to be important implications not only for establishing and supplementing advertising content-related policies aimed at consumer protection but also for providing important insights to the companies regarding their marketing strategy.
Statistics
-
688 Viewed
-
303 Downloaded
Tools
Issue List
Citation status
* References for papers published after 2023 are currently being built.
[confproc]
김동하
/ 2002
/ 경고표시가 제품매출액 및 기업이미지에 미치는 영향
/ 대한인간공학회 학술대회논문집
/
: 229~232
[journal]
김소연
/ 2014
/
Effect of Endorsements and Warnings in Ads on Product Perceptions and Warning Memory of On-product Warnings
/ 사회과학연구
/ 사회과학연구소
25(4)
: 27~49
[journal]
김윤애
/ 2008
/
Different Persuasion Effects according to Message Types, Why and How? : An Application of the Persuasion Knowledge Model
/ 한국언론학보
/ 한국언론학회
52(5)
: 130~159
[journal]
김은수
/ 2017
/
An Exploratory Study of Factors Associated with Male Adolescents’ Perception of Graphic Health Warnings Covering Tobacco Packages
/ 보건사회연구
/ 한국보건사회연구원
37(3)
: 568~590
[journal]
김창남
/ 2010
/
A study on the influence of warning signs perception on consumer behavior
/ 품질경영학회지
/ 한국품질경영학회
38(3)
: 322~332
[journal]
김흥주
/ 2018
/
Evaluating Effectiveness of Consumer Product Safety Regulation, Deriving Policy Alternatives and Implications for Local Government Roles: Focused on Expert Opinion Survey
/ 한국지방자치연구
/ 대한지방자치학회
20(2)
: 123~157
[journal]
문성제
/ 2014
/
The Damage Caused by Humidifier Disinfectants and the National Liability for Risk Management
/ 소비자문제연구
/ 한국소비자원
45(1)
: 67~88
[journal]
박동욱
/ 2017
/
Review on Safety and Health Information on Humidifier Disinfectant
/ 한국환경보건학회지
/ 한국환경보건학회
43(5)
: 349~359
[journal]
백혜진
/ 2018
/
Cigarette Advertising Techniques that May Weaken People’s Risk Perceptions about Smoking: A Content Analysis of Cigarette Advertisements in Domestic Magazines, 1994-2014
/ 보건사회연구
/ 한국보건사회연구원
38(2)
: 499~526
[journal]
사지연
/ 2016
/ 생활화학제품 표시제도의 국내외 현황과 소비자 관점의 시사점
/ 소비자정책동향
0(74)
: 1~20
[journal]
성민정
/ 2010
/
The Influence of Consumers' Risk Perception on their Product Purchase and Communication Behavior
/ 한국광고홍보학보
/ 한국광고홍보학회
12(4)
: 555~589
[journal]
소현진
/ 2011
/
Exploring Young Consumers’ Cognitive Structure of TV Advertising
/ 광고연구
/ 한국광고홍보학회
(88)
: 248~272
[web]
신용승
/ 2017
/ 생활화학제품 피해 및 관리 실태 [전자매체본]
/ http://kosis.kr/publication/publicationThema.do
[journal]
신우리
/ 2019
/
A Study on the Establishment of Safety Management Policy for Child Customer
/ 한국융합과학회지
/ 한국융합과학회
8(1)
: 178~187
[journal]
오승규
/ 2018
/
Operation and Tasks of the Consumer Chemical Products System through News
/ 한양법학
/ 한양법학회
29(3)
: 57~85
[confproc]
왕태규
/ 2006
/ 규제수단으로서의 경고메세지 활용
/ 한국행정학회 학술대회 발표논문집
/
: 1101~1120
[journal]
유명순
/ 2013
/
Food Risk Perception in South Korea : The Role of Affect, Trust, and Media Use
/ 한국언론학보
/ 한국언론학회
57(6)
: 211~233
[journal]
유승엽
/ 2005
/
The Effects on Message Sourses, Model recognition and Appeal Type in Advertising of Medical Advertisement
/ 한국심리학회지: 소비자·광고
/ 한국소비자·광고심리학회
6(3)
: 41~59
[journal]
유현재
/ 2016
/
A Study Investigating the Factors Influencing the Effects of Suicide Prevention PR Messages: Applying Promotion/Prevention Orientation and SelfᐨMonitoring Levels
/ PR연구
/ 한국PR학회
20(4)
: 1~24
[journal]
유현정
/ 2014
/
Use Pattern and Safety Pursuit Behavior of Consumers Who Using Wet Wipes for Infants
/ Crisisonomy
/ (사)위기관리이론과실천
10(9)
: 49~73
[book]
이명천
/ 2010
/ 한국PR의 역사, 1392~2010
/ 커뮤니케이션북스
[journal]
이수범
/ 2004
/
A Study on the Cultural Implication of Corporate PR Advertising in Samsung Eletronics: A Focus on the code of Audience and Fetishism
/ 한국광고홍보학보
/ 한국광고홍보학회
6(3)
: 80~125
[journal]
이옥정
/ 1998
/ 경고표시에 대한 소비자들의 신뢰도와 소비억제효과 평가
/ 소비자학연구
9(2)
: 91~108
[journal]
이태준
/ 2016
/
Persuasiveness of Information Disclosure in Financial Services Advertising and Regulatory Expectations for Financial Consumer Protection
/ 한국광고홍보학보
/ 한국광고홍보학회
18(1)
: 1~28
[web]
이혜리
/ 2016
/ 독한 사회. 생활화학제품의 역습. 세균 잡아야 행복한 가족…향기 나야 예쁜 그녀’
/ 경향신문
/ http://m.khan.co.kr/amp/view.html?art_id=201608172210025&sec_id=940100
[book]
정의철
/ 2013
/ 헬스 커뮤니케이션
/ 커뮤니케이션북스
[journal]
조수영
/ 2011
/
Effects of Source Type, Commercial Web-link Attachment, and Type of Disease on People’s Interpretation of Health Information on Internet : An Application of Persuasion Knowledge Model
/ 한국언론학보
/ 한국언론학회
55(3)
: 123~152
[book]
조재영
/ 2015
/ 기만적인 표시․광고
/ 커뮤니케이션북스
[journal]
조전근
/ 2008
/
The Attitudinal Effects of Endorser Type and Gender in The Context of Source Credibilityand Product Involvement
/ 한국광고홍보학보
/ 한국광고홍보학회
10(1)
: 165~194
[report]
최유진
/ 2016
/ 유해화학물질로부터 안전한 서울 위한 선제적 기반 구축
/ 서울연구원
: 1~170
[web]
한국방송광고진흥공사
/ 2019
/ 2019년 소비자행태조사 보고서
/ https://adstat.kobaco.co.kr/mcr/
[journal]
홍상진
/ 2019
/
Analysis of The Effects of The Behavior of Industrial Products Safety Certification System, Consumer Attitude Toward Cooperation to Industrial Products Damage Induced Company Regulation Requirement
/ 표준인증안전학회지
/ 표준인증안전학회
9(1)
: 1~10
[journal]
홍은희
/ 2012
/
Content Analysis of Anti-Smoking TV advertisements: Different Adaptation of Health Communication Theories between Korea and the U.S.A.
/ 한국콘텐츠학회 논문지
/ 한국콘텐츠학회
12(11)
: 76~87
[journal]
Birnbaum, M. H
/ 1979
/ Source credibility in social judgment : Bias, expertise, and the judge's point of view
/ Journal of Personality and Social Psychology
37(1)
: 48~74
[journal]
Biswas, D
/ 2006
/ The differential effects of celebrity and expert endorsements on consumer risk perceptions. The role of consumer knowledge, perceived congruency, and product technology orientation
/ Journal of Advertising
35(2)
: 17~31
[book]
Bohme, S. R
/ 2006
/ Handbook of Warnings
/ Lawrence Erlbaum Associates
: 635~644
[book]
Corcoran, N
/ 2009
/ 헬스커뮤니케이션: 이론과 전략
/ 한울아카데미
[book]
Croteau, D
/ 2006
/ The business of media: Corporate media and the public interest
/ Pine Forge Press
[book]
Edworthy, J
/ 1996
/ Warning design: A Research Prospective
/ Taylor & Francis
[book]
Egilman, D
/ 2006
/ Handbook of Warnings
/ Lawrence Erlbaum Associates
: 11~20
[journal]
Freiden, J. B
/ 1982
/ An evaluation of spokesperson and vehicle source effects in advertising
/ Current Issues and Research in Advertising
5(1)
: 77~87
[journal]
Friedman, H. H
/ 1976
/ The Effectiveness of advertisements utilizing four types of endorsers
/ Journal of advertising
5(3)
: 22~24
[journal]
Friedman, H. H
/ 1979
/ Endorser effectiveness by product type
/ Journal of Advertising Research
19(5)
: 63~71
[journal]
Friestad, M
/ 1994
/ The persuasion knowledge model : How people cope with persuasion attempts
/ Journal of Consumer Research
21(1)
: 1~31
[book]
Hovland, C. I
/ 1953
/ Communication and persuasion : psychological studies of opinion change
/ Yale University Press
[journal]
Kamins, M. A
/ 1990
/ An investigation into the match-up hypothesis in celebrity advertising : When beauty may be only skin deep
/ Journal of Advertising
19(1)
: 4~13
[journal]
Kasperson, R. E
/ 1992
/ Social distrust as a factor in siting hazardous facilities and communicating risk
/ Journal of Social Issue
48(4)
: 161~187
[journal]
Ohanian, R
/ 1990
/ Construction and validation of a scale to measure celebrity
/ Journal of Advertising
19(3)
: 39~52
[journal]
Ratzan, S. C
/ 1996
/ The status and scope of health communication
/ Journal of Health Communication
1(1)
: 25~41
[journal]
Renn, O
/ 2004
/ Perception of risks
/ The Geneva Papers on Risk and Insurance
29(1)
: 102~114
[journal]
Renn, O
/ 2006
/ Risk communication-Consumers between information and irritation
/ Journal of Risk Research
9(8)
: 833~849
[journal]
Shavitt, S
/ 1998
/ Public attitudes toward advertising : More favorable than you might think
/ Journal of Advertising Research
38(4)
: 7~22
[journal]
Slovic, P
/ 2001
/ The risk game
/ Journal of Hazardous Materials
86(1)
: 17~24
[journal]
Till, B. D
/ 2000
/ The match-up hypothesis : Physical attractiveness, expertise, and therole of fit on brand attitude, purchase intent and brand beliefs
/ Journal of Advertising
29(3)
: 1~13
[journal]
Torres, I. M
/ 2007
/ The effects of warning-label placement in print ads
/ Journal of Advertising
36(2)
: 49~62
[journal]
Wilson, E. J
/ 1993
/ Source effects in communication and persuasion research : A meta-analysis of effect size
/ Journal of the Academy of Marketing Science
21(2)
: 101~112
[journal]
Wogalter, M. S
/ 1989
/ Effects of cost and social influence on warning compliance
/ Human Factors
31(2)
: 133~140