취업 관련 공약 메시지의 대학생들에 대한 설득효과

초록

Until now, most studies on election promises have been focused on content analysis of candidates’ commitments, evaluation of candidates’ commitment, and development of evaluation methods. Few studies have been conducted to explore the persuasive effect of the pledge message presented to convince voters. Therefore, in this study, as a variable influencing the persuasive effect of the commitment message, the message frame, the example type, and the temporal distance of achievement of the commitment were assumed. The result obtained through experiments conducted on college students for a total of eight experimental conditions is that the emotion frame is more effective than the rational frame and the picture example is more persuasive than the table example. Also, it was found that the frame has different effects depending on the type of example and the conditions of temporal distance. In other words, the effect of the emotion frame was large in the case of the use of picture examples and in the case of commitments achieved in the far future.

키워드