명화 패러디 광고에서 메시지 프레이밍이 제품 구매의도에 미치는 영향: 자아해석과 처리 유창성을 중심으로

초록

In response to the rapidly changing advertising industry, this study focused on famous painting parody advertisements that can arouse consumers’ interests and stimulate curiosity. Specifically, this study was conducted to find ways to increase the effectiveness of famous painting parody advertisements along with their impact on consumers’ reactions. For this purpose, the type of message framing presented in advertising and consumers’ self-construal were suggested as key variables. The results showed that the gain-framed message was more effective than the loss-framed message in the famous painting parody advertisement. In addition, the effect of message framing was significant only among consumers with interdependent self-construal. This is interpreted to be because consumers with interdependent self-construal show high degree of context dependence, focusing not only on core factors but also peripheral factors, while consumers with independent self-construal are not affected by context. Lastly, this study revealed that the interaction effect of message framing and self-construal on purchase intention was mediated by processing fluency. Finally, several academic and practical implications were presented.

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