국제기아 돕기 캠페인의 전달에서 수용자의 이타적 성향, 메시지 프레이밍, 유명 옹호인의 속성이 메시지 태도와 행위 의도에 미치는 영향

초록

This study investigated the effects of altruistic personality, positive/negative framing, and celebrity endorser’s durability on attitudes and behavioral intention for international relief campaigns. Empathic concern was utilized for an altruistic trait, which represents the tendency to feel compassionate for others in need and to provide the help. Framing refers to the expressional differentiation to emphasize either positive results of action or negative results of inaction. Celebrity endorser’s attribute was evaluated by the length of activity. This study was designed experimentally with 208 subjects. Experiments were conducted in two stages, and in the first stage, questionnaires were given to evaluate personal traits of empathic concern and others not relative to the current study. In the second stage conducted after approximately one week, the participants rated their responses for attitudes and behavioral intention after exposure to an international relief campaign. Individuals with high empathic concern compared to those with low showed preference for positive framing. Activity length of celebrity endorser had no influence on the effects of the campaign, which is an desirable outcome from the practical point of view.

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