기부 광고, 어떻게 해야 하는가?: 수혜자 상황과 기부 메시지 프레이밍

Abstract

It is not strange to see donation Ads. Many aid groups are explaining why donations should be made, showing the situation of people in need. There are various situations for beneficiaries, ranging from the need to save lives due to malnutrition to the need to give opportunities for education. The story of survival is the primal content of man. The content of education is about giving opportunities to a better life. Despite the different circumstances of the beneficiary, many donation Ads lack consideration for the beneficiary's situation. There are many advertisements showing sad-looking children in difficult situations, saying, "Donating a certain amount of money a month can give them a new life." These ads even make the donor's heart sad. Is such a sad donation advertisement effective in every case in terms of donation? This study is questionable. A prior study said that in order for donation advertisements to be more effective, donors should be reduced of their guilt or accumulated pleasure through donations. In this study, I looked at how to present a message about guilt-appropriate beneficiary situations, pleasure-appropriate beneficiary situations, and appropriate guilt-reduce and pleasure accumulation. The results of the study, the main effect of the beneficiary situation was significant. In other words, donations were higher if the beneficiary's situation was presented as a matter of fundamental survival than as a matter of better life, such as educational opportunities. The main effect of the donation message framing was not significant. The interaction effects of beneficiary situations and donation message framing were significant. In other words, if the beneficiary's situation was presented as a matter of fundamental survival, the donor's donation intention was higher if it was presented as a message to reduce the donor's guilt through donation. But in better life matters, such as education and culture, where the beneficiary's situation is not a matter of primitive survival, the donation intention was higher when it was presented as a message of accumulated pleasure to the donor through donation.