담배와 주류회사의 공익적 기업이미지 광고 효과 과정에서 설득지식의 역할에 관한 연구

초록

This current study aims to reveal how the effects of corporate image advertising on public interest differ in relations with consumers' persuasion knowledge when the company has negative corporate image. An experiment is conducted with the Korean tobacco company (KT&G) and a Liquor Company(Hite-Jinro) to verify the interaction effects between the prior corporate image, prior attitude toward smoking/drinking and persuasion knowledge(equivalent to the knowledge of the company‘s profit intents). The results are as follows. First, consumers' prior corporate image has interaction effects with persuasion knowledge on attitude toward advertising(Aad), corporate trust(CT) and attitude toward brand(Ab). Second, consumers' prior attitude toward smoking/drinking has interaction effects with persuasion knowledge on Aad and Ab. Third, in terms of product harmfulness, tobacco and liquor have interaction effects with persuasion knowledge on Aad, CT, and Ab. The results support the literature on regulatory focus theory: consumers' internal properties such as prior attitudes and beliefs influence on the information processing motives and on perception of advertising. The results imply the company should consider the directions of core targets' motives before conducting public-interest advertising if the company's authentic intent wants to be perceived as it is.

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