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기부자의 정치성향이 수혜자 인식가능성 효과에 미치는 영향

Effects of Single Identifiable versus Multiple Unidentifiable Victim Message Appeals and Donor Political Ideology on Charitable Donation

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참고문헌

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초록

기부효과에 대한 선행문헌은 기부캠페인 효과가 기부수혜자를 인식가능한 한 명의 수혜자(single identifiable victim) 로 제시하는지 혹은 다수의 인식불가능한 수혜자(multiple unidentified victims)로 제시하는지에 따라 달라질 수있음을 보여주었다. 본 연구는 수혜자 인식가능성 효과에 있어서 기부자의 정치성향의 조절효과를 검증하였다. 두실증연구는 기부자의 정치성향이 보수적일수록 다수의 인식불가능한 수혜자보다는 인식가능한 한 명의 수혜자를 제시하는 기부캠페인에, 기부자의 정치성향이 진보적일수록 인식가능한 한 명의 수혜자보다 다수의 수혜자를 제시하는 기부캠페인에 기부의도가 더 높다는 결과를 보여주었다. 매개효과에 대한 검증은 수혜자 인식가능성 효과에 있어서의 정치성향의 조절효과는 지각된 수혜자 명확성에 의해 매개된다는 결과를 제시하였다.

Abstract

The existing literature presents the effects of donation campaign can differ depending on whether the campaign presents a single identifiable victim or multiple unidentified victims. This research tests the moderating influence of donors’ political ideology on the influence of a single identified beneficiary or multiple beneficiaries in donation campaigns. The results of two empirical studies show that a donation advertisement showing a single identifiable beneficiary is more effective for increasing donations for more politically conservative people, whereas an advertisement showing multiple unidentified beneficiaries is more effective for more liberal people. This effect is mediated by the extent to which the image of the cause who will receive help is salient.

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