공익광고 소구 유형과 제품 유형이 공익연계마케팅 효과에 미치는 영향

This study examined the impact of advertisement appeal types on consumer responses in cause-related marketing, specifically examining the differences in response based on product type. The results showed no significant difference in consumer response between product types, suggesting that, as found in previous studies, the cause-related marketing effect is not always higher for hedonic products compared to utilitarian products. Since cause-related marketing is characterized by prosocial behavior contributing to a public purpose, this finding highlights the need to tailor messages and advertising appeals to specific product types. Analysis of the interaction between product type and advertising appeal revealed that pride appeals were more effective in increasing warm glow for hedonic products, while guilt appeals were more effective for utilitarian products. This suggests that in cause-related marketing, pride appeals can effectively offset guilt associated with choosing hedonic products and provide justification for the purchase. Conversely, guilt appeals may intensify internal conflict and evoke negative emotions when consumers choose hedonic products. These results indicate that advertising appeal types can influence consumer evaluation of products in cause-related marketing. For marketing practitioners, this emphasizes the importance of considering product characteristics and consumer psychology when developing advertising strategies. Furthermore, this study is expected to contribute to a deeper understanding of the complexities of consumer psychology in cause-related marketing and aid in the development of more effective marketing strategies in the future.