의료광고의 메시지 프레이밍 효과: 서비스 유형 및 관여도의 역할

초록

Message framing is an effective method and a critical construct in the health communication research field. The current study focused on the message framing effect of medical advertising and the role of service type and service involvement. The study aimed to explore whether the effectiveness of message framing could be varied by types of medical services (utilitarian and hedonic attributes). In addition, it was examined whether the service involvement could make any critical role. The effectiveness of medical advertising was measured with the attitude toward the service and the intention to visit the hospital. The result showed that 1) negative framing message is more effective on utilitarian medical service while positive framing message is more effective on hedonic medical service. 2) Although the positive framing in low involvement service was statistically meaningful only on the consumers’ service attitude, the positive message framing showed more effective pattern in both low and high involvement service.

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