장애인 돕기 메시지에 대한 반응에 호혜적/공감적 소구와 이타적 성향(공감적 관심/관점 수용)이미치는 영향에 관한 연구

초록

This study investigates the impact of contrasting appeal types (reciprocity vs. empathy) and the interaction with two altruistic traits (empathic concern/perspective taking) on message attitudes and behavioral intention responding to the message for helping the disabled. The experiment was conducted at two stages and in the first stage, the altruistic traits of empathic concern and perspective taking were measured around a week before the main experiment. At the second stage, the condition of appeal type was presented and thus whole experiment was conducted with appeal type × empathic concern and appeal type × perspective taking factorial designs. Individuals high in both of empathic concern and perspective taking showed higher ratings for reciprocity appeal compared to empathy appeal on message attitudes. The difference between the appeal types in the condition of those low in both of empathic concern and perspective taking was small. Analyses for behavioral intention did not produce any significant result. The theoretical and practical implications are discussed.

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