사전 태도와 이성적/감성적 소구 유형이 장애인 돕기 캠페인의 반응에 미치는 영향

초록

This study investigates how the interaction of prior attitudes tothe disabled and rational/emotional appeal type influence on attitudesand behavioral intentions responding to the campaigns tohelp disabled people. Experiments were conducted with 183 subjectsand prior attitudes to the disabled were measured at the differentialtime, around a week before the main experiment. Theexperiment was designed with 2(prior attitude to the disabled:friendly/unfriendly) × 2(message appeal: rational/emotional)factorial. Individuals with friendly attitudes to the disabledshowed more favorable attitudes for the message and helping comparedto those with unfriendly attitudes in the condition of rational appeal. The difference between high and low in the level ofattitudes was small in the condition of emotional appeal. Analysesfor behavioral intention did not produce any significant results. The overall results suggest that it is necessary to make a detailedstrategy for the proper target in the campaign for disabled people.

키워드