먹는샘물 광고소구유형에 따른 감정반응이 광고태도와 구매의도에 미치는 영향

This study aims to investigate which difference exists in emotional reaction induced by advertising and attitude toward advertising depending on the types of advertising appeals(emotional appeal/rational appeal). And this study tries to reveal the effects of emotional reaction about bottled water advertising on attitude toward advertising and purchase intentions. Total 300 questionnaires were distributed and 260 were returned usable. Subjects were exposed to print ads of two versions of emotional appeal and rational appeal. The results of this study were as follows : First, the consumer emotional reaction of bottled water advertising by the types of appeal showed statistically significant difference. Except for emotional reaction of ‘domination’, emotional appeal advertising was more higher than rational advertising for ‘pleasure’ and ‘arousal’ feeling. Second, there existed the significant differences between rational appeal and emotional appeal to the attitude toward the advertising. Third, the consumer emotional reaction evoked by bottled water advertising had a significant influence on the attitude toward advertising. Fourth, advertising attitude had a positive influence on purchase intention.