광고 신념과, 태도, 그리고 회피에서 수용자 성향의 조절효과 조절된 매개 모형 검증

초록

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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