The experimental study of accepting process in advertising

Kay-Hyun Cho(Major in PR and Advertising Graduate School of Department of Mass Communication Chung-Ang University)

The purpose of this study is to analize how consumers accept each advertising on the products on the basis of involovement theory in recent consumer behavior. Based upon this results, this article try investigate more expansive devices that can contribute to consumer behavior research, and test whether the involvement theory is applied to our advertising reality.

At first, I tried to investigate the system of involvemtn theory that clear discription still was not given about theoritical system from AIDA to low involvement theory suggested by krugman.

And then I established several hypothesis, complete field research, and analize acquired data on the basis of existing research hypothesis.

This article established five hypothesis.

The results from the research is:

1. Hypothesis I is well demonstrated by showing distinctively the degree of interest in a certain product.

2. Hypothesis II is partly demonstrated, for low involvement products are generally high in brand loyalty and high involvement products are different each other.

3. Hypothesis III is demonstrated that low-involvement products are appropricate to print media, high-involvement product to TV advertising.

4. Hypothesis IV is demonstrated that high-involved people want to know more information, meanwhile low-involved people need less information.

Consequently, involvement theory was applied to our situations, but brand loyalty was not consistent with that of previous presearches. And so, this study want to make several propositions.

1. The concept of involvement must be clearly defined.

2. If the involvement theory be comes more expansive systematic theory, integrated consumer behavior research must be considered with cultural and social environments.

3. For generalizeation of involvement theory, this study must be complemented the objectivity.