병원광고모델과 조절초점메시지의 적합성이 광고 및 병원 평가에 미치는 영향

The objective of this paper is to find out how fit between advertising spokesperson and message influence on advertising and hospital attitude based on the regulatory focus theory. An empirical study is to analyze group difference among advertising and hospital attitude. Data were collected from university students. the results of this study indicate positive fit effect between advertising spokesperson and message. This study showed higher advertising attitude when the fit between ad model and regulatory framing message is congruent (versus incongruent), and typical consumer as advertising model positively influenced on hospital attitude more than professional. Finally, higher visiting intention showed in promotion message condition than in prevention message condition.