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Message Strategies for Korean Celebrity Charitable Campaigns Based on the Construal Level Theory

황성욱|조윤용|박재진
한국PR학회 (Korean Academic Society For Public Relations)|2018.06|PR연구 (Journal of Public Relations)|제22권 제3호|pp. 1-32|DOI 10.15814/jpr.2018.22.3.1

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키워드

social distance사회적 거리감해석수준 이론Construal level theorytime distancespace distance시간적 거리감공간적 거리감
주제분류신문방송학

초록

Objectives Based on the construal level theory (CLT), three experimental studies were conducted to assess the effectiveness of celebrities’ voluntary service campaigns. Methods Consistent with the idea of CLT, campaign messages in a series of experiments were framed with phrases evoking either high- or low-level construals to measure which message strategies are effective in terms of enhancing the public’s intent to participate in volunteer service campaigns. Results Experiment 1, with 128 participants, manipulated the temporal distance in the near and distant future to demonstrate that respondents preferred specific and feasibility-related messages for near-future events. Experiment 2, with 140 participants, manipulated the spatial distance in the near and distant future in terms of place to demonstrate that the interaction effects of spatial distance and message framing did not impact the respondents’ intention to participate in campaigns. Experiment 3, with 124 participants, measured the social distance of individuals’ dispositional traits to prove that the respondents preferred specific, detailed, and contextualized messages when their social distance toward the cause was positive. Conclusions The present study makes a significant contribution to the current stream of research that uses CLT to better understand audiences’ behaviors, especially responses to celebrities’ philanthropic activities.

Abstract

Objectives Based on the construal level theory (CLT), three experimental studies were conducted to assess the effectiveness of celebrities’ voluntary service campaigns. Methods Consistent with the idea of CLT, campaign messages in a series of experiments were framed with phrases evoking either high- or low-level construals to measure which message strategies are effective in terms of enhancing the public’s intent to participate in volunteer service campaigns. Results Experiment 1, with 128 participants, manipulated the temporal distance in the near and distant future to demonstrate that respondents preferred specific and feasibility-related messages for near-future events. Experiment 2, with 140 participants, manipulated the spatial distance in the near and distant future in terms of place to demonstrate that the interaction effects of spatial distance and message framing did not impact the respondents’ intention to participate in campaigns. Experiment 3, with 124 participants, measured the social distance of individuals’ dispositional traits to prove that the respondents preferred specific, detailed, and contextualized messages when their social distance toward the cause was positive. Conclusions The present study makes a significant contribution to the current stream of research that uses CLT to better understand audiences’ behaviors, especially responses to celebrities’ philanthropic activities.

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