희소성 메시지의 광고 효과 - 한정판과 시간압박을 중심으로

초록

This study is designed to verify the effectiveness of scarcity message toward the advertisements which contain the scarcity appeals, such as 'limited edition' and 'time pressure'. In order to achieve this purpose, online survey was conducted to 485university students. They were divided into 4 groups respectively and surveyed on their attitude, purchasing intention toward 4 different stimuli, and their self-monitoring level. The findings showed that three types of scarcity messages (limited edition only, time pressure only, combination of both) had influenced to the effectiveness of advertisements. It also showed that scarcity message in high self-monitoring situation had bigger positive effects on the advertisement attitude than in low self-monitoring situation. Additionally in limited edition and time pressure scarcity message, the interaction effect between the levels of self-monitoring and ad attitude was observed. Implications and suggestions for further study suggestions were discussed.

키워드