장애인 기부 메시지의 전달에서 소구 유형과 수용자 성향이 효과에 미치는 영향 : 평등/인도주의의 조절작용을 중심으로

초록

This study examined the effects of reciprocity/empathy and personal orientation on donation attitudes and intentions in disability donation messages. Reciprocal/empathic appeals are an adaptation of the rational/ emotional appeals used in persuasion to altruistic behaviors such as donation, and are a comparative approach designed to increase the use of cognitive appeals alongside emotional appeals. Since the disability donation message is a topic that balances the rational and empathic components, we examined the interaction with value orientation (egalitarianism, humanitarianism) to understand how the effect manifests itself. The experiment was conducted with a data set of 256 college students at two universities in Seoul. Effects were measured by donation attitudes and donation intentions. The results showed that egalitarianism and humanitarianism are positively related to disability attitudes and can be used as target dispositions for donation messages. Higher levels of egalitarianism and humanitarianism were associated with more favorable responses to disability donation messages, with egalitarianism moderating the process through which the relative effects of the reciprocal/empathic appeals manifested. Higher egalitarian individualsresponded more favorably to the reciprocal message than lower egalitarian ones, with no difference for the empathic message. Overall, our findings suggest that egalitarian values influence the process by which the relative advantage of reciprocal over empathic appeal occurs, and provide evidence that reciprocal appeal can be utilized in addition to empathic appeal in the communication of donation messages for the disabled.

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