국제기아 돕기 메시지의 전달에서 죄책감의 효과 발현을 매개하는 요인에 관한 탐색적 연구

초록

In this study, we investigated the factors that affect the process from guilty feeling to the effects of persuasive messages in the field of helping. The factors are other/self-oriented feeling as sub-dimensions of empathy. Other-oriented emotion represents the feeling of compassion and sympathy in contact with the needy people and self-oriented emotion means inconvenience and discomfort felt by oneself. They are related to the altruistic or egoistic motivation, respectively. The study was advanced with college students in the form of a questionnaire with a stimulus. It was found that the process on the effect of guilty feeling elicited by the helping messages was mediated by other-oriented emotion, but not by self-oriented emotion. Despite of some concerns, the mechanism of the effects induced by guilty feeling in the delivery of messages that advocate helping turned out to be altruistic and appropriate.

키워드