설득지식과 방송 프로그램의 정서적 맥락이 PPL의 효과에 미치는 영향

초록

This study investigated the impacts of persuasion knowledge and program-induced emotional contexts on attitude and memory towards PPL(Product Placement). The experiment was conducted with 2(persuasion knowledge: activated/inactivated) × 2(program-induced emotion: positive/negative) factorial design. Persuasion knowledge was activated by the pre-notice about the inclusion of PPLs in the program and the efforts were made for the rigorous manipulation of the emotional context. The results demonstrated that activation of persuasion knowledge influenced attitudes towards PPL. Second, the subjects remembered the PPL product better in the positive emotion condition than in the negative emotion condition. Last, an interaction of persuasion knowledge and positive/negative emotional contexts was found towards attitudes for PPL. The influence of persuasion knowledge was larger for the negative emotional condition than the positive one. This study suggests that research on PPL can benefit by examining the roles of persuasion knowledge and program-induced emotion together in order to provide useful information both theoretically and practically.

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