메시지 측면성과 경쟁 브랜드명시여부에 따른 비교광고의 효과: 인지욕구와 제품 유형의 조절효과를 중심으로

초록

The purpose of this study was to explore the effect of the type of comparative advertising by need for cognition and product type on Aad and Ab. This study adopted the experiment to test research hypothesis(4×2×2 factorial design). The results of this research indicated that there was interaction effect among the type of comparative advertising, the level of need for cognition, and product type on ad effectiveness. For individual high in NFC, ‘two sided-direct’ comparative ad was more influence than other type of comparative ad. For individual low in NFC, in contrast, ‘one sided-indirect’ comparative ad had favorable Aad and Ab. When ‘two-sided-direct’ comparative ad was used in utilitarian goods, and ‘indirect’ comparative ad were used in hedonic goods, the biggest effect was found. Based on these results, some academic and practical implication can be made for future research on comparative advertising.

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