호혜적/공감적 소구 유형과 장애인 태도의 상호작용에 따른 돕기 메시지 수용 효과의 차이

초록

The current study examined whether the relative effects of reciprocal/empathic appeal depend on the recipient’s pre-attitude shown persuasive messages for disabled people. Reciprocal/empathic appeal type is an improved and complemented form of rational/emotional appeal considering the theme of helping. Pre-attitude toward the disabled is the extent to which a person recognizes people with disabilities as having equal rights and freedom from the perspective of social inclusion. One hundred and fifty participants were shown the messages advocating aid for the disabled with the experimental design of appeal type by pre-attitude. The significant interactions were found in the results of message attitudes and behavioral intention. Reciprocal type was more effective to the individuals with higher pre-attitude than those with lower pre-attitude. Empathic appeal did not elicit any significant difference. The results of this study are different from the previous findings that emotional appeal was more influential than rational appeal in the delivery of messages for helping and provides the evidence that rational appeal can be more effective than emotional appeal depending on the situation.

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