Abstract
The advertising effect by difference of information about manufacturing nation and product type in foreign language brand
Min, Shin Ki/Major in Advertising and Public Relations Graduate School of Mass Communications Chung-Ang University
Lee, Sang Bin, Ph. D./Professor of Psychology Chonbuk National University
Lyi, DeRyong, Ph.D./Professor of Advertising and public Relations Chung-Ang University
This study was to examine how much the information about manufacturing nation in foreign language brand product influences on the cognitive and affective response toward advertisement of other products in print advertising.
To test hypothesis, in this study, research method adopted experiment, and the subjects consisted of 180 undergraduate students. All subjects were sampled conveniently and randomly assigned to six experimental groups, The experimental design was 2×2 factorial design by difference of information about manufacturing nation, and product type. The difference of information about manufacturing nation are as follows: the information about manufacturing nation presented same foreign language in foreign brand, presented domestic in foreign brand, and presented no other information. And product type is divided into the hedonic product(sunglasses) and the practical product(washer). After the subjects were exposed to a experimental advertisement, the dependent variables were measured. The dependent variables in this study were cognitive response, attitude toward Ad, brand attitude, and purchase intention.
The results of this study are as follows:
The first, the main effect of information about manufacturing nation was not significant.
The second, the main effect of product type was significant in cognitive response and attitude toward Ad. The hedonic product(sunglasses) had more positive response than the practical product(washer).
The third, hedonic product(sunglasses) that had no information about manufacturing nation and practical product(washer) showed contrary brand attitude(sunglasses had more positive effect) in brands had information about manufacturing nation presented same foreign language in foreign brand and presented domestic in foreign brand