친환경 제품 광고 메시지 효과: 자기해석 유형, 메시지 프레이밍, 시간적 거리의 적합성 효과

초록

As interests in eco-friendly products rise, the importance of research on the various factors influencing consumers' sustainable choices has grown. This study aimed to examine the fit effects of message framing and temporal distance to self-construal types commonly used in eco-friendly behavior and consumption research in order to investigate effective message strategies. Specifically, it hypothesizes that while independent self-construal consumers with a focus on self-enhancement, will respond more positively to gain-framed messages emphasizing personal benefits, interdependent self-construal consumers who value community bonds and conflict avoidance, will respond more favorably to loss-framed messages. Additionally, independent consumers are expected to be more influenced by messages with a distal temporal distance due to their tendency for abstract, long-term thinking. In contrast, interdependent consumers, who prioritize the prevention of environmental loss, are predicted to be less affected by variations in temporal distance. Finally, the study predicts that “distal-gain” messages will be more effective for independent consumers, whereas “proximal-loss” messages will resonate better with interdependent consumers. To test these hypotheses, an experiment was conducted with 200 adult participants using a tumbler Instagram advertisement in a 2 (self-construal: independent vs. interdependent) × 2 (message framing: gain vs. loss) × 2 (temporal distance: proximal vs. distal) factorial design. The analysis revealed that message framing and self-construal significantly influenced message attitudes and purchase intentions, with the “independent-gain” and “interdependentloss” combinations demonstrating significant fit effects. However, there was no significant interaction between self-construal and temporal distance. Lastly, when examining whether the fit between self-construal and message framing was moderated by temporal distance, it was found that under distal temporal distance, independent participants showed more favorable attitudes toward gain-framed messages compared to loss-framed ones. No significant interactions were observed in the proximal temporal distance condition. Based on these findings, the study suggests that for independent consumers, messages emphasizing personal benefits in a distal temporal context are effective, whereas for interdependent consumers, messages highlighting relationships, belongingness, and prevention of collective losses are more suitable.

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