기부 포스터의 소구 방식과 기부 대상의 집단소속이 기부 의도에 미치는 영향 : 공감피로의 조절적 역할에 대한 탐구를 중심으로

초록

A significant amount of research on empathy has highlighted its positive impacts on message persuasion and prosocial behavior. Nonetheless, recent studies indicate that empathy can be a tiring task, potentially diminishing prosocial behaviors like donating. In this study, we conducted an experiment with college students to investigate whether the influence of donation poster appeals (rational vs. emotional) and affiliations (ingroup vs. outgroup) on donation intentions varies based on the participants' levels of empathy fatigue (high vs. low). The findings revealed that under low empathy fatigue conditions, there was an interaction effect between the type of appeal and group affiliation. Conversely, under high empathy fatigue conditions, only the donor's group membership (ingroup) was significant. These results imply that when empathy fatigue is high, emotional responses driven by ingroup bias become more crucial than rational judgment.

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