Effectiveness on Public Advertisement Interaction of Advertiser Awareness, Advertisement Appeal and Customer Involvement and Need for Cognition

Abstract

논문투고일：2013년 10월 27일 논문수정완료일：2013년 12월 18일 논문게재확정일：2013년 12월 23일 * 이 논문은 동아대학교 교내연구비 지원에 의하여 연구되었음. ** 한국과학기술원 경영대학 *** 동아대학교 경영대학 경영정보학과, 교신저자 This research investigates the interaction effects of factors, namely, advertiser awareness, advertisement appeal, and customer involvement and need for cognition, selected from the parties involved in public service advertisement. Manipulating the participant's involvement, attitude toward the advertisement and the advertiser and intention to donate according to 2 (awareness) X 2 (cognitive/affective appeal) factors were surveyed. In result, participants with high involvement were relatively less affected by advertiser awareness. Also, high need for cognition indicated less effect of advertiser awareness on intention to donate. Moreover, when cognitive appeal is used, advertiser awareness affected less on consumers' attitude toward the advertisement and the advertiser and intention to donate. Further issues on changing customers' attitudes and behaviors are discussed.