In this study, the central objective lay in the examination of the indirect effect of self-construal on the adoption of personalized mobile advertising. Two hundred and thirty-seven Korean undergraduate students participated in our study. Participants were recruited from the university’s online community and completed a paper and pencil questionnaire. To evaluate and analyze the behavior of the variables that were investigated in relation to their relationship or interaction in this study, a method that was employed involved that exploratory factor analysis technique. Next, we conducted a simple mediation analysis and the PROCESS procedure using bootstrapping analysis with confidence intervals. From the findings, this study established that the factor of the perceived value plays a moderating role in its capacity to shape the correlation between aspects of adopting mobile advertising and the concept of self-construal. The implication is that based on these results, a full mediation framework was supported. It is also worth noting that there was a significant relationship between factors of contextual relevance and perceived value. However, the variable of self-construal did not exhibit a direct correlation with personalized mobile advertising adoption or use. Additionally there was a significant, indirect impact of self-construal on the adoption of mobile advertising—when the attribute of perceived value played a moderating role, especially when the parameter of contextual relevance was found to be high. As such, the latter results were in support of the moderated mediation framework. The implication for future research is that the focus needs to be on the implementation of experimental designs that investigate causality between individual differences and mobile advertising adoption.

본 연구는 조건과정모델링에 기초하여 공익광고캠페인의 정서성과 이슈에 대한 수용적 태도의 관계에서 시각적 주의와 지각된 자아관련성의 매개효과와 매개변인에 대한 EEG 각성의 조절효과를 알아보고자 했다. 이를 위해 SPSS 22.0의 Multiple Mediation 절차와 SPSS Macro(14번)를 이용하여 조절된 매개효과를 분석하였다. 본 연구결과는 첫째, 공익캠페인의 정서성은 지각된 자아관련성을 매개로 이슈에 대한 수용적 태도에 유의미한 영향을 보였다. 둘째, EEG 각성은 시각적 주의 및 지각된 자아관련성과 유의미한 상호작용효과를 나타냈다. 셋째, 정서성과 수용적 태도의 관계에서 지각된 자아관련성의 매개효과는 EEG 각성에 의해 조절되는 효과를 보였다. 본 연구결과는 공익캠페인의 부정소구보다는 긍정소구에서만 유효하였다. 이러한 결과를 바탕으로 공익광고캠페인의 정서소구를 활용하기 위해서는 공익캠페인에 대한 소비자의 지각된 자아관련성과 주의를 전략적으로 결합할 수 있음을 확인하였다. This study examined the conditional indirect effect of EEG (electroencephalogram) arousal on the relationship among affective valence, visual attention, perceived self-relevance, and attitudes toward campaign issues in the context of public service announcements (PSAs). Using SPSS macro (No. 14) of conditional process model, the findings in this current study indicated that the perceived self-relevance mediates the relationship between affective valence of PSA and attitudes toward issues and, in turn, is moderated by EEG arousal, indicating goodness-of-fit of the moderated mediation of psychophysiological arousal on PSAs. The results suggested that management of PSAs should be considered the strategic combination between affective valence and perceived self-relevance in advertising appeals.