행동학적 요소를 고려한 광고규제의 이론적 모형

The purpose of this study is to present a regulatory model for deceptive advertising which encompasses not only legal issues but also ethological aspects of the regulation. A thorough examination of precedents and relevant literature identified three legal factors and six behavioral factors in regulatory frameworks for deceptive advertising. The three legal factors are 1) deceptiveness(deceptive, unfair claim), 2) materiality, and 3) rational consumer, while six behavioral factors include 1) product, 2) source, 3) message, 4) cognition, 5) affect, and 6) conation reflecting the communication process. The study also found other relevant concepts such as involvement, product attribute claim and modality (verbal, visual, auditory), which are standard regulatory categories. The proposed regulatory model is composed of seven dimensions [product claim, claim type (deceptive, unfair, puffery), materiality (material, immaterial), communication process (product, source, message, cognition, affect, conation), modality (verbal, visual, auditory), consumer, involvement]. The model suggests a procedure through which a regulatory agency determines whether a product claim is deceptive or not, and is expected to improve the effectiveness of advertising regulations. Suggestions for future research followed along with limitations of the study.