[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] 향수지향적 광고와 물질지향적 광고의 커뮤니케이션효과 차이

Abstract

 

Communication effect of a nostalgic and a materialistic advertising

 

Kim, Hyun Sam
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

 

The purpose of this study is to find out how it influences on the attitude toward advertisements, brands, and buying intention according to the type of advertising(nostalgic and materialistic ad) and the level of product price (expensive and reasonable brand). Randomly collected one hundred twenty women older than forty-year-old living in Seoul were allotted to each experimental condition. As a result nostalgic ads brought higher appraisement in the brand attitude compared to materialistic ones. When it comes to the price, there was a meaningful difference in brand attitude and buying intention. In other words, reasonable price turned out to bring more a favorable appraisement in brand attitude and buying intention. Nostalgic advertisement and reasonable price showed a bigger impact on buying intention. Also, it was more meaningful on brand attitude and buying intention when the price was reasonable, which was consistent through this study. The reason that the result was different from existing studies was because the expectation from the price of the product was not made since the participants were mostly housewives in their forties.