기능성 화장품 광고의 소구유형에 따른 자아 일치감이 소비자 태도에 미치는 영향

The Effect Consumer Attitudes on Self-congruence for Functional Cosmetic depending on Advertising Appeal Types

  Cosmetic product is high involvement and emotion product including more important product image. Therefore, Cosmetic Advertising is frequently used as attractive model because it provides identification of between. While many studies have examined effectiveness on advertising appeal types and self-congruence as well as cosmetic advertising. A few interesting elements of its are lacking from prior literature. This Study is to seek for relationship of consumer attitudes on Between Advertising Cosmetic and Self-congruence and effect of processing Advertising appeal types which is both ration ad and emotion ad. This Study have used 240 female student respondents. It were tested in an experiment using 2(ration ad and emotion ad). These data were analysed by using by SPSS 12.0 WIN package and Amos 6.0. As a result of study, it has positive influence on advertising attitude but it hasn"t influence on brand attitude of Between Advertising Functional Cosmetic and Self-congruence. It could explain Aad and Ab relationship on dual mediation model. Secondly, it has positive influence on ration ad but it hasn"t influence on emotion ad of Between Advertising Functional Cosmetic and Self-congruence.