대학기부금 증대를 위한 설득기법의 활용 : 일보후퇴 이보전진 전략의 적용
The Effects of the Door-in-the-Face Compliance Strategy on College Fundraising
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초록
본 연구는 일보후퇴 이보전진 전략이 대학 기부금 모금에 얼마나 성공적으로 적용될 수 있는지 알아보기 위해 진행되었다. 대학생 280명을 대상으로 실험을 실시한결과 일보후퇴 이보전진 전략은 대학 기부금 모금에 매우 유용하게 활용될 수 있다는 것이 확인되었다. 그렇지만 일보후퇴 이보전진 전략은 요청자와 피요청자가 타인일 경우에는 효과를 발휘하지 못하였고, 요청자와 피요청자가 지인일 경우에만 유효하다는 것이 발견되었다. 한편 일보후퇴 이보전진 전략의 설명변인으로 상호양보,지각적 대비, 죄의식 유발, 그리고 자기표현 등이 제안되어 있다. 본 연구에서는 지인이 요청하는 실험집단(실험집단1)과 타인이 요청하는 실험집단(실험집단2) 사이에 이 변인들이 어떻게 다르게 나타나는지 서로 비교해 보았다. 그 결과 죄의식 유발과 자기표현의 평균치는 두 집단 간에 유의한 차이가 없는 것으로 나타났지만, 상호양보와 지각적 대비의 평균치는 지인 요청 실험집단(실험집단1)이 타인 요청 실험집단(실험집단2)보다 더 높은 것으로 조사되었다.
Abstract
The aim of this study is to investigate how the door-in-the-face technique will be successfully applied to the college fundraising. It was confirmed that the door-in-the-face strategy was very useful in increasing donations among 280 college students. The greatest amount of compliance occurred only when a friend, not a stranger,made door-in-the-face request. Several variables are suggested to explain the relative influence of the door-in-the-face technique:reciprocal concessions, perceptual contrast, guilt arousal, and self-presentation. It was hypothesized the impacts of these variables on donation intention will be differently drawn between experiment group 1(friend request) and experiment group 2(stranger request). The results showed that the means of guilt arousal and self-presentation variables were not different between two experimental groups. In contrast, those of reciprocal concessions and perceptual contrast variables were significantly different in two groups.
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