규칙적 운동캠페인에 있어서 시간지향성과 조절초점 간 메시지 부합성이 공중의 정보처리과정에 미치는 효과: 심리적 매개요인들의 상대적 역할

초록

This study examined the effect of message fit between temporal orientation and regulatory focus on information processing and communication outcomes in a regular exercise campaign. Specifically, temporal orientation was manipulated into short-term and long-term orientations, while regulatory focus was manipulated into prevention focus and promotion focus. The experiment was conducted online with inactive 358 adults in their 30s and 40s, who were exposed to a regular exercise message framed according to temporal orientation and regulatory focus. Following exposure, measures were taken of processing fluency, perception of delayed value, perception of exercise benefits, and self-efficacy, followed by ad attitude, exercise attitude, and exercise intention in sequence. The results showed that a short-term oriented message combined with a prevention focus resulted in higher communication effectiveness, while a long-term oriented message combined with a promotion focus was more effective. Furthermore, the effect of message fit between short-term orientation and prevention focus was primarily mediated by perceptions of delayed value and exercise benefits, whereas the effect of message fit between long-term orientation and promotion focus was mainly mediated by processing fluency. These findings indicate that in regular exercise campaigns, the effects of message fit between temporal orientation and regulatory focus occur through both cognitive, essential cues (i.e., delayed value, exercise benefits) and affective, heuristic cues (i.e., processing fluency). The results of this study theoretically contribute to the existing body of literature by expanding our understanding of the psychological mediation processes through which the effects of message fit between temporal orientation and regulatory focus occur.

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