보상의 수준 및 유형이 보상 프로그램의 메시지 프레이밍 효과에 미치는 영향
The Role of Reward Price and Reward Type on Message Framing Effect in Reward Program
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초록
본 연구는 보상 프로그램의 효과에 있어서 보상의 가격수준, 보상유형이 메시지 프레이밍 효과에 미치는 영향을 파악하기 위해 진행되었다. 실험설계는 2(보상의 가격수준: 높음 vs. 낮음)×2(보상의 유형: 실용적 vs. 쾌락적)×2(메시지 프레이밍: 긍정적 vs. 부정적)의 혼합실험설계로 구성되었다. 연구결과는 크게 4가지로 요약할 수 있다. 첫째, 보상수준이 낮은 경우에는 긍정적 메시지 프레이밍이 부정적 메시지 프레이밍에 비해 더욱 효과적이었다. 둘째, 실용적 보상의 경우 보상수준이 높은 보상은 부정적 메시지 프레이밍이 긍정적 메시지 프레이밍에 비해 더욱 효과적이었다. 셋째, 쾌락적 보상의 경우 긍정적 메시지 프레이밍이 부정적 메시지 프레이밍에 비해 더욱 효과적이었다.
Abstract
This research examines the message framing effect in rewards program. Especially, this research examine moderating effect of rewards price, rewards type on influence of message framing in rewards program. For this end, this research is composed of 2(rewards price: high vs. low)×2(rewards type: utilitarian vs. hedonic)×2(message framing: positive vs. negative) mixed subject designs. The results are summarized as follows. First, positive message framing effect is significant in case of hedonic rewards. Second, positive message framing effect is significant in case of low price of rewards. Third, negative message framing effect is significant on high price of rewards in case of utilitarian rewards.
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