광고소구와 소비자의 무드에 따른 조절적합 효과에 관한 연구

This study explored on regulatory fit effects in respective of advertising appeals(=rational vs. emotional) and mood(=positive vs. negative). The results of experiment 1 says promotion- focused consumers are likely to prefer emotional appeals to rational appeals, vice versa in case of prevention-focused consumers. These results give a hint that promotion-focused consumers get high fit with emotional message because they have focused on emotional aspect related with inspiration, ideal self, achievement etc., on the other hand, prevention-focused consumers are fitted by rational message because they have focused on rational aspect connected with risk perception, duty, vigilance etc. Experiment 2 suggests that promotion-focused consumers are prone to be better attitude for advertising under positive mood rather than be under negative mood, vice versa when be prevention-focused consumers. So, we could say that promotional consumers take high fit with positive mood because they have focused on positive outcome and ideal self, but preventional consumers get high fit with negative mood because they have focused on negative outcome and have tension for duty-accomplishing. If alternative explanation possible, preventional consumers may like negative mood strategically rather than positive mood because under negative mood they may have advantage of keeping of their regulatory focus more easily. In results, we cannot assert that emotional appeals are superior than rational appeals, more over, we cannot say that positive mood is better than negative mood. Advertising managers are needed to consider regulatory focus as well as involvement when they would plan to make advertising. Also, marketing managers must pay attention to regulatory focus because not all positive mood is better than negative mood - specifically maybe bad for prevention focus.