Humans interact with one another in the physical environment as well as social, historical and cultural environment. These environmental factors mediate the characteristic of human psychological experience in an individual or complex forms or have det...
Humans interact with one another in the physical environment as well as social, historical and cultural environment. These environmental factors mediate the characteristic of human psychological experience in an individual or complex forms or have determining effects in composing human psychology and psychological phenomenon through a direct process.
Although the need to develop social science theory, which is closely related to the Korean society culture, has been often raised, the current circumstance is that the development of Korean social science theory is at a very insufficient level. Despite such circumstance, however, studies are being continuously conducted by researchers that recognize the need for Korean social science on the shimcheong psychology and depth psychology regarding the social relation and social interactions of Korean people.
In regards to the major research topics on the Korean socio-psychological traits, there are chemyeon (face), wooriseong (we-ness), jeong (affection), han (sorrow) and nunchi (tact), and they have been studied focusing in the areas of socio-psychology and cultural psychology. In particular, chemyon and we-ness have been most actively studied as various studies have been recently conducted regarding these topics also in the area of business administration.
In the Korean society, advertising is being considered as something more than simply delivering product information but a cultural phenomenon as well as a cultural tool of reflecting and passing down the ideology, consciousness and value within a society. It has a very important significance in the sense that it is the expression reflecting the value system of consumers of the era.
Namely, the value reflected in advertising creative is expressed differently according to culture and its varying appearance even within the same society means that value itself changes according to the overall social climate and the lifestyle of the constituents.
Based on such perspective, this study aimed to examine the attitude towards advertising creative with the same appeal of socio-psychology by consumers with socio-psychological traits (chemyeon, uiri (loyalty), woori (we)) that have been uniquely formed in a cultural environment constituting a particular society. In addition, it aimed to examine the difference in consumer attitudes towards advertising creative with social-psychology trait appeal according to the collectivism trait of individuals. Accordingly, experimental research was conducted with the following results.
First, a consumer group with a high socio-psychological tendency showed higher consumer attitudes towards advertisement with socio-psychological appeal than a consumer group with a lower tendency. Accordingly, the hypotheses presuming that consumer attitudes towards advertisement with the same socio-psychological appeal will appear at a high level when the socio-psychological tendency is high were all supported.
Second, the hypotheses presuming that collectivism trait will have positive mediating effects on consumer attitudes towards advertisement with socio-psychological appeal were mostly supported. However, it was found that collectivism trait did not have significant effects in the result of advertising trust and brand attitude towards advertisement with chemyeon appeal.
As for the analysis of the result, previous studies showed that while there are both individual and social aspects of chemyeon, in the Korean society, chemyeon can be seen as a variable mainly explaining the individual level social-psychological state. In this regard, this study shows that the collectivism trait of consumers does not have mediating effects in the result of trust and brand attitude towards advertisements with chemyeon appeal.
In the advertising creative with uiri and woori appeal, however, it was found that collectivism trait has positive mediating effects. In addition, product attitude and purchase intention result showed that collectivism trait has positive mediating effects on advertisements with chemyeon, uiri and woori appeal.
The significance of this study can be found both in academic and practical aspects and its specifics are as follow.
First, the majority of existing studies on advertising psychology have focused on the Western psychology, particularly its trait and social-psychology. In this study, however, its academic significance can be found in that it was conducted in associated with advertising creative focusing on Korean cultural psychology instead of Western social-psychological regarding the traits of social-psychology uniquely formed through the social relation and interaction of Korean people. Based on such academic significance, it aimed to identify social science theory closely related the culture of Korean society and establish Korean psychology theory system corresponding with the behavioral pattern of Korean people.
Second, this study verified through experimental research that consumers with socio-psychological trait unique to Korean people show higher consumer attitudes towards advertisements with the same socio-psychological trait as their tendency.
Based on such result, it verified the usefulness of Korean people’s unique socio-psychological trait in examining the advertising creative effect. Furthermore, it is expected to be practically used for more effective advertising creative expression and marketing activities in the consumer situation of Korean society. Namely, it presents a practical implication of the need to establish advertisement and marketing execution strategies based on the understanding of socio-psychological trait unique to Korean people.
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