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초록

The current study investigated the impact of interaction between self-esteem and reward type on the effects of an international relief campaign. Self-esteem refers to how worthy a person feels about the self. Reward is differentiated by intrinsic or extrinsic type. An experimental research was conducted with 184 subjects by self-esteem × reward type. This research was progressed with two stages. At the first stage, questionnaires relative to participants’ self-esteem and past experiences were distributed. At the second stage, the participants rated their responses after exposure to the campaign. Individuals with higher self-esteem showed more favorable message attitudes towards intrinsic reward type, yet those with lower self-esteem did not show a significant difference. Analyses for behavioral intention did not produce any significant result.

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