기부 메시지의 전달에서 죄책감 수준과 수용자의 보살핌 원칙의 상호작용 효과에 관한 연구: 장애인 돕기 캠페인을 중심으로

초록

For the delivery of the campaign to help the disabled, we examined the interaction between the level of guilt caused by the messages and a personal tendency, the care of principle. Guilt is a reactive feeling when violating the moral norms by oneself, and the level is divided into three: low, middle, and high. The care of principle as a disposition is divided into the low and high group, which refers to the degree of considering internal moral norm or value. The experiment was conducted by two stages. In the first stage, the tendency of the principle of care was evaluated. In the second stage, which took place about a week later, messages differentiated at each level of guilt were shown and the responses were measured. It was predicted that, for the group with low care of principle, the campaign effects would be best in the middle level of guilt, while for the group with high care of principle, the campaign effects would increase with the higher level of guilt. The results showed that the responses directions of resistance, message attitude, helping attitude were somewhat consistent with hypotheses, but no interaction effect on behavior intention was found. This study provides the theoretical and practical implication by exploiting the principle of care as a target tendency to control the effect of the guilt level in the delivery of the campaign to help the disabled.

키워드