감성몰입형 광고의 감성인식 요인이 브랜드 수용에 미치는 영향

초록

Emotionally immersive advertising, which emphasizes storytelling and realistic empathy, has emerged as an effective communication strategy for eliciting consumers’ emotional responses in digital environments. However, conventional advertising formats often expose overt commercial intent, which can reduce audience immersion and limit emotional acceptance of brands. This study compares emotionally immersive advertising with non-immersive advertising to examine differences in consumers’ emotional recognition and to analyze how such recognition leads to brand acceptance. Consumer responses were measured based on emotional recognition factors—empathy, authenticity, trust, and self-congruence —as well as brand acceptance variables including brand trust, brand attitude, and acceptance intention. The findings reveal that emotionally immersive advertising received higher evaluations across all emotional recognition factors and showed significant advantages in brand acceptance compared to non-immersive advertising, while differences in brand attitude were relatively limited. These results suggest that emotionally immersive advertising enhances emotional connections between consumers and brands through emotional recognition, thereby facilitating acceptance behaviors. Accordingly, advertising strategies should move beyond exposure-focused approaches and incorporate emotional recognition and immersion-based design.

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