혼혈인 광고 모델에 대한 한국 소비자의 양가적 태도와 광고 효과: 인종 결합 유형에 따른 조절효과를 중심으로

초록

This study explores Korean consumers’ ambivalent responses to mixed-race advertising models. Despite growing multiculturalism and more mixed-race models, Korean consumers hold ambivalent—both positive and negative—views toward them. To verify this, we analyzed (1) the level of consumers’ ambivalent attitudes toward mixed-race models, (2) the moderating effect of ambivalent attitudes in the effect of model type (Korean vs. mixed-race) on purchase intention through advertising attitude, (3) the differing moderation of ambivalence by model background (Korean-European vs. Korean-African mixed race). The study employed a three-group between-subjects experimental design (Korean/Korean-African/Korean-European mixed-race), and showed that consumers exhibited ambivalent attitudes, with the highest ambivalence observed for Korean-African mixed-race models. Further, ambivalent attitudes had a negative moderating effect on the path from advertising attitude to purchase intention than on the path from model type to advertising attitude. Notably, the racial combination produced differential effects for Korean-African mixed-race models, ambivalent attitudes moderated both paths, and higher ambivalence fully diminished advertising effectiveness. In contrast, no such effect was found for Korean-European mixed-race models. The study shows that residual white-supremacist and color biases in Korea influence attitudes toward mixed-race models and advertising impact, offering key guidance for multicultural marketing.

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