사회적 목표 행동 촉진을 위한 설득 커뮤니케이션 연구: 사회적 상호성과 목표 프레임을 적용한 설득

초록

This study aims to investigate the effect of goal frame in the process of social goal pursuit. Social goals are defined as shared goals that groups of people are involved, such as charity/fund raising events. In study 1, it focuses on the effect of a message that indicates how many people are pursuing the same goal and its effect on actual goal pursuit. In addition, it also investigates on interaction effect with goal frame (To-go/To-date) and this message suggesting many/only a few people are pursuing the same goal. The result of study 1 suggests that the message that many people are engaged in a goal rather than message that few people are engaged in same goal elicits higher behavioral intention for goal pursuit. Moreover the results of interaction effect suggests that, for the message that few people are engaged, to-date frame (vs. to-go frame) shows higher intention for goal pursuit while for the message that many people are engaged, to-go frame (vs. to-date frame) shows higher intention for goal pursuit. Study 2 focuses on the effect of self-construal level and its interaction effect with goal frame in a pursuit of goal. Self-construal can be explained as the way of how individuals see themselves in a group they belong, whether they include themselves inside the group (interdependent self-construal) or regard themselves independently (independent self-construal). The result suggests that, for the interdependent self-construal, to-go frame leads to higher behavioral intention while for the independent self-construal, to-date frame leads to higher behavioral intention for goal pursuit.

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