Health Communication Research 2023 KCI Impact Factor : 0.75
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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.
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