성별과 프레이밍의 상호작용에 따른 돕기 캠페인수용 태도의 차이

초록

The current study examined whether the relative effects of positive/ negative framing depend on gender for responses over an international relief campaign. Positive framing appeals to the recipients with the expressions of saving life through helping and negative framing emphasizes the loss of life without helping. One hundred and twenty four participants were shown the video campaign advocating international aid in the experiments with the factorial design of framing by gender. The significant interactions were found in the results of topic attitudes and behavioral intention. Negative framing was more effective to the female participants than positive framing. Male participants did not respond differently to the message framing. And it was also found that empathic reaction mediated the interaction of gender and framing. The theoretical and practical implications are discussed.

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