기아 돕기 캠페인에서 공감적 관심과 긍ㆍ부정 프레이밍이 미치는 영향: 예기된 정서와 행위 의도를 중심으로

초록

Empathic concern is a major psychological factor which activates motives for help. This study investigates how the impact of empathic concern, as a personal trait, and the interaction with positive/negative framing influences responses towards help campaigns. Experiments with 176 subjects were conducted and the data were analyzed focusing on the role of anticipated emotions(satisfaction and guilt). The results were that people high in empathic concern showed larger anticipated satisfaction and behavioral intention compared to people low. The main effect was weak for anticipated guilt. Evidence suggests that anticipated satisfaction mediate the influence of the interaction of empathic concern and framing on behavioral intention. Anticipated guilt did not appear to act as an mediating variable. The theoretical and practical implications are discussed.

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