권위가 광고에 미치는 영향 : 한·미 대학생 비교연구 = Effects of Authority Appeals on Advertising : Cross-National Comparison between Korean and American University Students

국문 초록 (Abstract)

이 연구는 권력거리문화가 서로 다른 위치에 있지만(Hofstede, 1980) 국민들의 삶에 많은 변화를 가져왔던 사건을 경험한 두 나라(한국과 미국)의 젊은 소비자층을 대상으로 권위가 광고에 미치는 영향을 살펴보고자 하였다. 먼저 저자들은 오늘날 한·미 젊은 소비자들이 권위자들에 대해 가지고 있는 태도를 시대적 관점에서 분석하고, 이를 바탕으로 권위소구를 사용한 광고에 대해 전통적으로 고 권력거리 문화로 알려진 한국의 젊은 소비자들에게서는 역권위효과가 많이 나타나고, 반면 전통적으로 저 권력거리 문화로 알려진 미국의 젊은 소비자들에게서는 오히려 역권위효과가 덜 나타날 것으로 예상하였다. 실증분석결과 이 같은 예상들은 부분적으로 지지됨을 확인하였으며, 특히 Jung과 Kellaris(2003)의 "사회적 영향력에 대한 경향"을 다른 각도에서 의미 있게 조명하는 계기가 되었다. 끝으로 이 연구는 도출된 결과를 토대로 이론 및 관리적 시사점과 연구의 한계 및 미래 연구방향에 관하여 논의하였다.

다국어 초록 (Multilingual Abstract)

The authors purport to investigate effectiveness of authority-based advertising appeals in South Korea and the U.S. The two countries have been classified as high versus low on power distance dimension (Hofstede, 1980) but there have been dramatic changes in the lives of people for different reasons. Drawing on the current status of young consumers’ attitudes towards authorities in Korea and the U.S., authors hypothesize reverse authority effects in Korea, a traditionally high power distance country. In contrast, authors hypothesize attenuation of reverse authority effects in the U.S., a traditionally low power distance country. The results provide general support and shed further light on “proneness to social influence”(Jung & Kellaris, 2003). Authors discuss theoretical and managerial implications with limitations and future study directions.

참고문헌 (Reference)

• 1 Michener, "as determinants of Compliance Journal of Personality and Social Psychology" 606-614, 1975
• 2 Brislin, "Translation and Content Analysis of Oral and Written Materials in Handbook of Cross-Cultural Psychology" 389-444, 1980
• 3 Bickman, "The social power of a uniform Journal of Applied Social Psychology" 47-61, 1974
• 4 Tyler, Tom R, "The Psychology of Legitimacy: A Relational Perspective on Voluntary Deference to Authorities" 1 : 323-345, 1997
• 5 Harmon, "The Persuasive Effects of Source Credibility in Buy and Lease Situations Journal of Marketing Research" 255-260, 1982
• 6 Levitt, "The Globalization of Markets" 92-102, 1983
• 7 Bushman, "The Effects of Apparel on Compliance A Field Experiment with a Female Authority Figure" 459-467, 1988
• 8 Aaker, Jennifer L, "The Effect of Cultural Orientation on Persuasion" 24 : 315-328, 1997
• 9 New York, "Software of the Mind" McGraw-Hill 1991
• 10 Pietras, Maria, "Social Influence Principles in Polish Advertising and Consumer Decision Making" Mahwah, NJ: Erlbaum 79-96, 2001
• 11 Jung, Jae Min, "Responsiveness to authority appeals among young French and American consumers" 59 (59): 735-744, 2006
• 12 Jung, Jae Min, "Proneness to Social Influence: Authority Effects in France and the United States" 20-, 2003
• 13 Koslowsky Meni, "On the Relationship between Subordinates？ Compliance to Power Sources and Organizational Attitudes" 50 (50): 455-476, 2001
• 14 Hong, Ying-yi, "Multicultural Minds: A Dynamic Constructivist Approach to Culture and Cognition" 55 : 709-720, 2000
• 15 Kim, Hye-On, "Mothers Roles in Traditional and Modern Korean Families: The Consequences for Parental Practices and Adolescent Socialization" 2 (2): 85-93, 2001
• 16 Inglehart, Ronald, "Modernization and Postmodernization" Princeton, NJ: Princeton University Press 1997
• 17 Beverly Hills, "International Differences in Work-Related Values" 1980
• 18 Aaker, Jennifer L, "I Seek Pleasures, We Avoid Pains: The Role of Self Regulatory Goals in Information Processing and Persuasion" 28 (28): 33-49, 2001
• 19 Ji, Mindy F, "How Chinese Children's Commercials Differ From Those of the United States A Content Analysis" 30 (30): 79-92, 2001
• 20 Singelis, Theodore M, "Horizontal and Vertical Dimensions of Individualism and Collectivism: A Theoretical and Measurement Refinement" 29 (29): 240-275, 1995
• 21 De Mooij, Marieke, "Global Marketing and Advertising: Understanding Cultural Paradoxes" Thousand Oaks, CA: Sage Publications 1998
• 22 Rasinski, "Exploring the Function of Legitimacy Mediating Effects of Personal and Institutional Legitimacy on Leadership Endorsement and System Support Journal of Personality and Social Psychology" 386-394, 1985
• 23 Hofstede, Geert H, "Culture？s Consequences: Comparing Values, Behaviors, Institutions, and Organizations across Nations" Thousand Oaks, CA: Sage 2001
• 24 Tyler, Tom R, "Cultural Values and Authority Relations: The Psychology of Conflict Resolution across Cultures" 6 (6): 1138-1163, 2000
• 25 Kardes, Frank R, "Consumer Behavior and Management Decision Making" Upper Saddle River, New Jersey: Prentice Hall 2001
• 26 Raven, Bertram H, "Conceptualizing and Measuring a Power/Interaction Model of Interpersonal Influence" 28 (28): 307-332, 1998
• 27 Cialdini, Robert B, "Compliance with a Request in Two Cultures: The Differential Influence of Social Proof and Commitment / Consistency on Collectivists and Individualists" 25 (25): 1242-1253, 1999
• 28 Perdue, "Checking the Success of Manipulations in Marketing Experiments Journal of Marketing Research" 317-326, 1986
• 29 Stanley, "Behavioral Study of Obedience Journal of Abnormal and Social Psychology" 371-378, 1963
• 30 Madden, "Attitude Toward The Ad An Assessment of Diverse Measurement Indices Under Different Processing ？Sets ？ Journal of Marketing Research" 242-252, 1988
• 31 Cha, "Aspects of Individualism and Collectivism in Korea" Sang-Chin Choi 157-174, 1994
• 32 John, "Analysis of Variance" 1985
• 33 Han, "Advertising Appeals in Individualistic and Collectivistic Societies Journal of Experimental Social Psychology" 326-350, 1994
• 34 Aaker, Jennifer L, "Accessibility or Diagnosticity? Disentangling the Influence of Culture on Persuasion Processes and Attitudes" 26 : 340-357, 2000