기부활동지역과 기부목적에 따른 기부광고 메시지 전략 연구: 해석수준과심리적 거리감의 적용을 토대로

초록

Given the growing attention to promoting individual donations, the purpose of this study was to investigate the impacts of charity advertisements based on two important donation contexts. One was the geographic area of beneficiaries (international vs. domestic) and the other was the purpose of donation (survival vs. education) in aiding children in need. Based on the construal level theory (CLT), the effects of two message types (specific vs. abstract) were examined in different donation contexts by an experiment. A 2×2×2 factorial design was employed with 263 subjects. The results showed that a specific message was more effective than an abstract message in promoting donations for domestic beneficiaries and for their survival, while an abstract message was more effective for the educational purpose. The current study also showed that one’s perceived psychological distance mediated such an effect under a certain condition. Some theoretical and practical implications are discussed based on the findings.

키워드