심뇌혈관 질환 예방 캠페인에서 연령 맞춤형 모델의 설득 효과: 내러티브 몰입과 관여도를 중심으로
The Persuasive Effects of Age-Tailored Models in Cardiovascular Disease Prevention Campaigns: Focusing on Narrative Engagement and Personal Involvement
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
본 연구는 심뇌혈관 질환 예방을 위한 캠페인에서 수용자 연령에 기반한 맞춤형 모델의 설득 효과를 검증하기 위해 연령 맞춤형 조건과 연령 비맞춤형 조건의 효과를 검증하는 실험을 진행하였다. 연령 맞춤형 조건에서는 수용자의 연령과 비슷한 연령의 모델을 제시한 반면, 연령 비맞춤형 조건에서는 수용자의 연령과 다른 연령의 모델을 제시하였다. 연구 결과, 연령 맞춤형 모델의 사용이 예방 행동 의도에 미치는 직접적인 효과는 나타나지 않았으나, 내러티브 몰입 (전이 및 모델과의 동일시)을 매개로 한 간접 효과가 특히 심뇌혈관 질환에 대한 관여도가 낮은 수용자들에게서 유의하게 나타났다. 즉, 심뇌혈관 질환에 대한 관여도가 낮은 사람들은 연령 맞춤형 모델을 사용할 경우 내러티브 몰입이 증가하여 결과적으로 예방 행동 의도가 높아질 수 있다는 것이다. 이러한 결과를 바탕으로 맞춤형 모델, 내러티브 몰입, 관여도에 기반한 효과적인 건강 커뮤니케이션 방안을 제시하고, 이에 대한 이론적, 실용적 함의를 논의했다.
Abstract
This study conducted an experiment to examine the persuasive effects of age-tailored models in cardiovascular disease prevention campaigns, comparing the effects between age-tailored and non-age-tailored conditions. In the age-tailored condition, a model of a similar age to the audience was presented, whereas in the non-age-tailored condition, a model of a different age was presented. The results indicated that while the use of age-tailored models did not have a direct effect on preventive behavioral intentions, there was a significant indirect effect mediated by narrative engagement (narrative transportation and identification with the model), particularly among audiences with low involvement in cardiovascular disease. Specifically, individuals with low involvement in cardiovascular disease were more likely to show increased preventive behavioral intentions through enhanced narrative engagement when age-tailored models were used. Based on these findings, the study proposes effective health communication strategies incorporating tailored models, narrative engagement, and personal involvement, and discusses their theoretical and practical implications.
참고문헌 (68)
- 김 단, "달리기 위한 동기: 코스 추천 방식과 메세지 프레이밍의 효과", 한국 HCI 학회 학술대회, pp.1021~1024 (2024), 숭실대학교
- 김은영, "일 지역 남성 운전직 근로자들의 심뇌혈관질환 발병 위험도, 예방 관련지식, 변화 단계 및 건강 행위", 성인간호학회지, 23(4), pp.321~331 (2013)
- 박시은, "정신 건강 관련 캠페인의 설득 효과 : 공포소구와 효능감, 관여도를 중심으로", 헬스커뮤니케이션연구, (15), pp.125~169 (2016)
- 박진아, "유명인의 공황장애 고백이 유명인에 대한 동일시, 위험지각, 건강행동 의도에 미치는 영향", 인문사회 21, 10(6), pp.1363~1374 (2019)
- 박진우, "심뇌혈관질환 캠페인 효과 제고를 위한 메시지 전략 연구 : 메시지 증거 전략을 중심으로", 한국소통학보, 21(4), pp.235~268 (2022)
- 임인재, "기존 심뇌혈관질환 캠페인(레드서클)의 고찰 및 향후 캠페인 메시지 전략의 제안", 주간 건강과 질병, 13(42), pp.3027~3037 (2020)
- 조아라, "심뇌혈관 질환의 인식 개선을 위한 공공 커뮤니케이션 캠페인 분석", 브랜드디자인학연구, 15(2), pp.17~30 (2017)
- "2023 만성질환 현황과 이슈" (2023)[URL]
- Ajzen, I., "Prediction of goal-directed behavior : Attitudes, intentions, and perceived behavioral control", Journal of Experimental Social Psychology, 22, pp.453~474 (1986)
- Bandura, A., "Social foundations of thought and action : A social cognitive theory" (1986), Prentice-Hall
- Braddock, K., "Meta-analytic evidence for the persuasive effect of narratives on beliefs, attitudes, intentions, and behaviors", Communication Monographs, 83(4), pp.446~467 (2016)[DOI]
- Carpenter, C. J., "A meta-analysis of the ELM's argument quality× processing type predictions", Human Communication Research, 41(4), pp.501~534 (2015)[DOI]
- Chen, M., "Narrator point of view and persuasion in health narratives : The role of protagonist-reader similarity, identification, and self-referencing", Journal of Health Communication, 21(8), pp.908~918 (2016)[DOI]
- Christy, K. R., "Investigating the use of interactive narratives for changing health beliefs: A test of the model of interactive narrative effects", Doctor, pp.2016
- Christy, K. R., "To tailor or not to tailor : An investigation of narrative tailoring for health communication", Journal of Health Communication, 27(3), pp.152~163 (2022)[DOI]
- Cohen, J., "Defining identification : A theoretical look at the identification of audiences with media characters", Mass Communication & Society, 4(3), pp.245~264 (2001)
- Davis, R. E., "A tale of two stories : An exploration of identification, message recall, and narrative preferences among low-income, Mexican American women", Health Communication, 32(11), pp.1409~1421 (2017)
- De Graaf, A., "The effectiveness of adaptation of the protagonist in narrative impact : Similarity influences health beliefs through self-referencing", Human Communication Research, 40(1), pp.73~90 (2014)[DOI]
- De Graaf, A., "Identification as a mechanism of narrative persuasion", Communication Research, 39(6), pp.802~823 (2012)[DOI]
- Dijkstra, A., "Personalization and perceived personal relevance in computer-tailored persuasion in smoking cessation", British Journal of Health Psychology, 17(1), pp.60~73 (2012)
- Dijkstra, A., "The persuasive effects of personalization through : Name mentioning in a smoking cessation message", User Modeling and User-Adapted Interaction, 24(5), pp.393~411 (2014)[DOI]
- Frank, L. B., "Telling stories, saving lives : creating narrative health messages", Health Communication, 30(2), pp.154~163 (2015)[DOI]
- Green, M. C., "The role of transportation in the persuasiveness of public narratives", Journal of Personality and Social Psychology, 79(5), pp.701~721 (2000)
- Green, M. C., "Understanding media enjoyment : The role of transportation into narrative worlds", Communication Theory, 14(4), pp.311~327 (2004)[DOI]
- Green, M. C., "Interactive narratives : Processes and outcomes in user-directed stories", Journal of Communication, 64(3), pp.479~500 (2014)[DOI]
- Hawkins, R. P., "Understanding tailoring in communicating about health", Health Education Research, 23(3), pp.454~466 (2008)[DOI]
- Hayes, A. F., "Introduction to mediation, moderation, and conditional process analysis: A regression-based approach" (2013), The Guilford Press
- Hinyard, L. J., "Using narrative communication as a tool for health behavior change : A conceptual, theoretical, and empirical overview", Health Education & Behavior, 34(5), pp.777~792 (2007)[DOI]
- Huang, K. Y., "The effect of audience-character similarity on identification with narrative characters : A meta-analysis", Current Psychology, 43(8), pp.7026~7043 (2024)[DOI]
- Huang, Y., "Effects of cultural tailoring on persuasion in cancer communication : A meta-analysis", Journal of Communication, 66(4), pp.694~715 (2016)[DOI]
- Igartua, J. J., "Identification with characters, elaboration, and counterarguing in entertainment-education interventions through audiovisual fiction", Journal of Health Communication, 21(3), pp.293~300 (2016)[DOI]
- Jensen, J. D., "Why are tailored messages more effective? A multiple mediation analysis of a breast cancer screening intervention", Journal of Communication, 62(5), pp.851~868 (2012)[DOI]
- Jensen, J. D., "Comparing tailored and narrative worksite interventions at increasing colonoscopy adherence in adults 50-75 : A randomized controlled trial", Social Science & Medicine, 104, pp.31~40 (2014)[DOI]
- Kim, J., "Personality Segmentation for Optimal Health Care : A Review and Proposed Segmentation Approach", Psychological Studies, 68(4), pp.481~488 (2023)[DOI]
- Kim, Y., "Conceptualizing health campaign strategies through the level of involvement", Corporate Communications : An International Journal, 8(4), pp.255~267 (2003)[DOI]
- Krebs, P., "A meta-analysis of computer-tailored interventions for health behavior change", Preventive Medicine, 51(3-4), pp.214~221 (2010)[DOI]
- Kreuter, M. W., "Are tailored health education materials always more effective than non-tailored materials?", Health Education Research, 15(3), pp.305~315 (2000)[DOI]
- Kreuter, M. W., "How do people process health information? Applications in an age of individualized communication", Current Directions in Psychological Science, 10(6), pp.206~209 (2001)[DOI]
- Kreuter, M. W., "Tailored and targeted health communication : strategies for enhancing information relevance", American Journal of Health Behavior, 27(1), pp.S227~S232 (2003)
- Kreuter, M. W., "Achieving cultural appropriateness in health promotion programs : targeted and tailored approaches", Health Education & Behavior, 30(2), pp.133~146 (2003)[DOI]
- Kreuter, M. W., "The role of culture in health communication", Public Health, 25(1), pp.439~455 (2004)[DOI]
- Kreuter, M. W., "Narrative communication in cancer prevention and control : A framework to guide research and application", Annals of Behavioral Medicine, 33(3), pp.221~235 (2007)[DOI]
- Kroeze, W., "The efficacy of Web-based and print-delivered computer-tailored interventions to reduce fat intake : results of a randomized, controlled trial", Journal of Nutrition Education and Behavior, 40(4), pp.226~236 (2008)[DOI]
- Larkey, L. K., "A model of effects of narrative as culture-centric health promotion", Journal of Health Communication, 15(2), pp.114~135 (2010)[DOI]
- Lee, S., "Customization in location-based advertising : Effects of tailoring source, locational congruity, and product involvement on ad attitudes", Computers in Human Behavior, 51, pp.336~343 (2015)[DOI]
- Liu, S., "The role of temporal distance perception in narrative vs. non-narrative persuasion related to e-cigarettes", Journal of Health Communication, 25(7), pp.543~553 (2020)[DOI]
- Lustria, M. L. A., "A model of tailoring effects : A randomized controlled trial examining the mechanisms of tailoring in a web-based STD screening intervention", Health Psychology, 35(11), pp.1214~1224 (2016)[DOI]
- MacKenzie, S. B., "The role of attitude toward the ad as a mediator of advertising effectiveness : A test of competing explanations", Journal of Marketing Research, 23(2), pp.130~143 (1986)[DOI]
- Moyer-Gusé, E., "Explaining the effects of narrative in an entertainment television program : Overcoming resistance to persuasion", Human Communication Research, 36(1), pp.26~52 (2010)[DOI]
- Moyer-Gusé, E., "Comparing the effects of entertainment and educational television programming on risky sexual behavior", Health Communication, 26(5), pp.416~426 (2011)[DOI]
- Murphy, S. T., "Narrative versus nonnarrative : The role of identification, transportation, and emotion in reducing health disparities", Journal of Communication, 63(1), pp.116~137 (2013)[DOI]
- Noar, S. M., "Integrating personality and psychosocial theoretical approaches to understanding safer sexual behavior : Implications for message design", Health Communication, 19(2), pp.165~174 (2006)[DOI]
- Noar, S. M., "Does tailoring matter? Meta-analytic review of tailored print health behavior change interventions", Psychological Bulletin, 133(4), pp.673~693 (2007)[DOI]
- Oschatz, C., "Long-term persuasive effects in narrative communication research : A meta-analysis", Journal of Communication, 70(4), pp.473~496 (2020)[DOI]
- Petty, R. E., "Attitudes and persuasion: Classic and contemporary approaches" (1981), Brown
- Petty, R. E., "The elaboration likelihood model of persuasion", Advances in Experimental Social Psychology, 19, pp.123~205 (1986)[DOI]
- Revere, D., "Review of computer-generated outpatient health behavior interventions : Clinical encounters"in absentia", Journal of the American Medical Informatics Association, 8(1), pp.62~79 (2001)[DOI]
- Rimer, B. K., "Advancing tailored health communication : A persuasion and message effects perspective", Journal of Communication, 56(S1), pp.S184~S201 (2006)[DOI]
- Shen, F., "Impact of narratives on persuasion in health communication : A meta-analysis", Journal of Advertising, 44(2), pp.105~113 (2015)[DOI]
- Shirazi, M., "Developing a culturally competent faith-based framework to promote breast cancer screening among Afghan immigrant women", Journal of Religion and Health, 54(1), pp.153~159 (2015)[DOI]
- So, J., "Reduction of perceived social distance as an explanation for media's influence on personal risk perceptions : A test of the risk convergence model", Human Communication Research, 39(3), pp.317~338 (2013)[DOI]
- So, J., "Which type of risk information to use for whom? Moderating role of outcome-relevant involvement in the effects of statistical and exemplified risk information on risk perceptions", Journal of Health Communication, 22(4), pp.304~311 (2017)[DOI]
- Strecher, V. J., "Moderators and mediators of a web-based computer-tailored smoking cessation program among nicotine patch users", Nicotine & Tobacco Research, 8(S1), pp.S95~S101 (2006)[DOI]
- Strecher, V. J., "Web-based smoking-cessation programs : results of a randomized trial", American Journal of Preventive Medicine, 34(5), pp.373~381 (2008)[DOI]
- Sundar, S. S., "The handbook of the psychology of communication technology", pp.47~86 (2015), John Wiley & Sons, Inc
- Webb, T., "Using the internet to promote health behavior change: A systematic review and meta-analysis of the impact of theoretical basis, use of behavior change techniques, and mode of delivery on efficacy", Journal of Medical Internet Research, 12(1), pp.e1376~ (2010)[DOI]
- Xu, J., "A meta-analysis comparing the effectiveness of narrative vs. statistical evidence: Health vs. non-health contexts", Health Communication, 38(14), pp.3113~3123 (2023)[DOI]
- Zebregs, S., "The effects of narrative versus non-narrative information in school health education about alcohol drinking for low educated adolescents", BMC Public Health, 15, pp.1085~ (2015)[DOI]
