기부 메시지의 효과 구현에서 언어 프레이밍, 이미지 극성과 공감적 성향의 상호작용에 관한 탐구

초록

This study examined the interactive impacts of textual framing, image valence and empathic trait on message attitude and donation intention where delivering International relief messages. Textual framing refers to the expressional difference to accentuate either lifeᐨsaving outcome of compliance or lifeᐨloss outcome of noncompliance. Image valence conceptualizes the difference between expressing either positive or negative emotion. Empathic trait was measured by the degree to which a person feels sympathy to others in need. 260 college students participated in the experimental study. The study exploited textual framing (gain/loss) × image valence (positive/negative) × empathic trait (high/low) factorial design. As a result, the interaction between textual framing and empathic trait influenced on both the message attitude and donation intention. No interaction between image valence and empathic trait, however, was found. Overall it was found that the influence of the interactions among the independent variables is weaker for behavioral intention compared to message attitude. The results suggest that personal traits interfere in occurring the effects of different type of textual expression in the delivery of relief messages.

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