광고 신념과, 태도, 그리고 회피에서 수용자 성향의 조절효과 조절된 매개 모형 검증The Role of Personality in the Relationship among Advertising Beliefs, Attitudes, and Avoidance Behaviors A Test of a Moderated Mediation Model
- Other Titles
- The Role of Personality in the Relationship among Advertising Beliefs, Attitudes, and Avoidance Behaviors A Test of a Moderated Mediation Model
- Authors
- 정세훈; 염정윤
- Issue Date
- 2013
- Publisher
- 한국광고홍보학회
- Keywords
- attitudes toward advertising; beliefs; evaluation; need for cognition; need for entertainment; self-monitoring; avoidance; moderated mediation; 광고에 대한 태도; 신념; 평가; 인지욕구; 오락욕구; 자기감시성; 회피; 조절된 매개
- Citation
- 한국광고홍보학보, v.15, no.4, pp.73 - 99
- Indexed
- KCI
- Journal Title
- 한국광고홍보학보
- Volume
- 15
- Number
- 4
- Start Page
- 73
- End Page
- 99
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/105248
- ISSN
- 1738-2475
- Abstract
- Based on Pollay and Mittal’s(1993) model of attitudes toward advertising, this study proposes and tests a moderated mediation model in which beliefs about advertising affect avoidance of advertising mediated by attitudes toward advertising(i.e., mediation), and the mediating role of attitudes toward advertising varies by personality traits(i.e., moderation). A survey method was used to examine three beliefs about advertising(information, entertainment, and social image) and three corresponding personality traits(need for cognition, need for entertainment, and self-monitoring), and how these factors affect attitudes toward advertising and ad avoidance. We found moderated mediation effects only for information beliefs and need for cognition, which had an immediate interaction effect on attitudes toward advertising and a subsequent effect on advertising avoidance.
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Collections - School of Media & Communication > School of Media & Communication > 1. Journal Articles
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