개인 성향으로서의 자존감과긍ㆍ부정 프레이밍의 상호작용이국제 기아 돕기 캠페인의 효과에 미치는 영향

초록

This study investigates how the interaction of self-esteem as an individual trait and message framing influences responses towards the help campaign. Self-esteem has been proved to induce various relationships with altruistic behaviors as cause, result, or mediator. Building on the past research, the current study examined the potential interactions of the level of self-esteem in people and positive/negative framing of the message. The whole data collection was conducted in two phases. In the first phase, data for the individual traits were collected 7～10 days before the main experiment. In the second phase, each participant was exposed to a differently framed message and rated his/her responses on campaign attitude and behavioral intention. As expected, there were significant interactions of self-esteem and message framing on attitude and behavioral intention. And it turned out that inference of manipulation intent mediated the interactions.

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