국제구호 캠페인의 전달에서 보상 유형과 이타적 성향(공감적 관심)이 만족감, 저항, 태도에 미치는 영향

초록

This study investigated the effects of rewards appeal type implemented in international relief campaign and the moderating role of empathic concern personality. Rewards means compensation that you can earn when giving help, and they are divided into intrinsic or extrinsic type. Empathic concern refers to personal trait to feel compassionate for other people in need. Since helping is a value-oriented activity, it was predicted that intrinsic rewards would be more effective than extrinsic rewards, and such a tendency be salient in individuals with high empathic concern. This study was designed experimentally with 220 subjects. Experiments were conducted in two stages, and in the first stage, questionnaires were given to evaluate personal characteristics such as empathic concern, involvement and etc. In the second stage conducted after approximately one week, the participants rated their responses for anticipated satisfaction, resistance, and attitudes towards the activity after exposure to an international relief campaign differentiated as intrinsic vs. extrinsic rewards appeal. The overall results were generally in accordance with the direction of the predictions.

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