ABSTRACT

- Focusing on the sensation Seeking Tendency of N generation -

Looking at print or broadcasting advertisement that deliver to consumers today, there are two types of advertisements, informational and image advertisements, in terms of visual expression and key message.

There have been many studies abiut informational and image advertisement. However, those studies didn't measure difference of consumer characteristics, but measured consumers choice on different creative based upon consumer involvement, brand preference, product attribute, and market position, product lifecyle. It means that those studies are product and manufacturer centric rather than consumer centric.

Therefore, this study focus on understanding of psychological variables of consumers, how dignity of consumers sensation seeking tendency on communication through informational and image advertisement.

This study was conducted to know how two types of advertisements influence on consumer attention, understanding to advertising message, preference to advertisement, and purchase intention on personal computers corresponding to dignity of sensation seeking tendency of N generation who are main communication target of personal computer. This is experimental study using the imitation of creative that were produced similar to actual advertisements. This study measured both analysis including sensation seeking tendency and analysis without psychological variables for comparative analysis. It also analyzed respondents attitude to creative by gender.

As a result, respondents showed difference of attention rate by creative of advertisement. To improve attention rate on advertisement, it is more effective to use image advertisements. Male are likely to more focus on informational advertisement.

There are some differences of understanding to advertising message. To understand advertising message, informational message is more effective than others. Respondents with low sensation seeking tendency show higher understanding rate on advertisement than respondents with high sensation seeking tendency. Male show higher understanding of advertisement on informational one, whereas, female do on image advertisement higher.

There are no differences between image and informational advertisement on advertisign preference. There is no meaningful difference between advertising type and sensation seeking tendency, but they have reciprocal effects. Respondent group with low sensation seeking tendency prefers informational to image advertisement, vise versa. Female is likely to prefer image advertisement.

Respondents show higher purchase intention when they contact image advertisement. In case of informational advertisement, people with low sensation seeking tendency felt higher purchase intention. Respondents with high sensation seeking tendency have higher purchase intention on image advertisement. In addition, this study shows that female is likely to be with higher purchase intention when they saw image advertisement.

Therefore, we could choose informational or image advertisement corresponding to dignity of sensation seeking tendency of target audience for consumer advertisements.

Practically, these results prove that consumer study is important. Consequently, it is expected that this study, which analyzed persuasive factors and consumer characteristics on consumer communication process, can be good reference for decision on advertising types as a creative strategy to advertising practitioners.

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