본문 바로가기
KERD
논문KCI 등재

죄책감 소구 수준과 개인성향의 상호작용이 국제기아 돕기 메시지의 반응에 미치는 영향

Effects of Guilt Appeal Level and Personal Disposition on Responses to International Relief Messages

이한규|이승조
한국감성과학회 (The Korean Society For Emotion & Sensibility)|2015.09|감성과학 (Science of Emotion & Sensibility)|제18권 제3호|pp. 49-62|DOI http://dx.doi.org/10.14695/KJSOS.2015.18.3.49

1

조회

0

다운로드

7

인용

0

참고문헌

키워드

Personality개인적 고통Personal Distress개인성향국제기아 돕기 메시지International Relief Message공감적 관심Empathic Concern죄책감 소구Guilt Appeal
주제분류감성과학

초록

본 연구는 국제기아 돕기를 촉구하는 설득 메시지의 효과에 영향을 미치는 죄책감 소구 수준과 공감적 개인성향의 상호작용을 살펴보았다. 죄책감 소구 수준은 메시지가 수용자의 죄책감을 이끌어 내는 정도의 높고 낮음을의미한다. 공감적 성향이란 타인의 경험에 동조하거나 관심을 갖는 개인의 경향을 지칭하며 본 연구에서는 개인적 고통과 공감적 관심이라는 하위 차원을 이용하였다. 메시지의 실험은 2단계로 구성하였다. 1단계에서는 개인성향을 측정하고 2단계에서는 죄책감 소구의 수준을 차별화한 메시지를 전달하였다. 전체 실험은 죄책감 소구수준(2) ✕ 공감성향(2)으로 설계되었다. 그 결과, 죄책감 소구 수준은 개인적 고통과 상호작용하는 것으로 나타났다. 그 상호작용은 주로 죄책감 수준이 높은 조건에서 개인적 고통이 높은 개인과 낮은 개인들의 차이에 의해 발현되었다. 공감적 관심이 높은 개인들은 낮은 개인들에 비해 죄책감 수준과 상관없이 돕기 메시지에 더 우호적인 것으로 나타났다.

Abstract

This study investigates the interactive effects of guilt appeal level and empathic disposition (personal distress/empathic concern) on responses over the international relief messages. Guilt appeal level refers to the high or low degree of a message eliciting guilty feeling from the recipient. Empathic disposition is defined as personal tendency to assimilate and concern about the experience of others and we used two sub-dimensions, empathic concern and personal distress. The experiment was composed of two steps. At the first step, the participants rated the personal disposition measures and at the second step, they were shown one of the relief messages with different guilt level. Thus, the whole experiment was guilt appeal level × personal traits factorial design on guilty feeling, attitudes and behavioral intention. The results showed that guilt appeal level interacted with the personal distress disposition on the responses. The interaction was induced mainly from the differences of personal distress in the condition of high guilt appeal. High empathic concern individuals showed more favorable attitudes and behavioral intention regardless of the appeal conditions compared to low empathic concern individuals.

참고문헌 (55)

  1. Basil, D. Z., "Guilt appeals : The mediating effect of responsibility", Psychology & Marketing, 23(12), pp.1035~1054 (2006)
  2. Basil, D. Z., "Guilt and giving : A process model of empathy and efficacy", Psychology & Marketing, 25(1), pp.1~23 (2008)
  3. Batson, C. D., "Empathy-induced altruism in a prisoner's dilemma II: What if the target of empathy has defected?", European Journal of Social Psychology, 31(1), pp.25~36 (2001)
  4. Batson, C. D., "Is empathy-induced helping due to self-other merging?", Journal of Personality and Social Psychology, 73(3), pp.495~509 (1997)
  5. Baumann, D. J., "Altruism as hedonism : Helping and self-gratification as equivalent responses", Journal of Personality and Social Psychology, 40(6), pp.1039~1046 (1981)
  6. Baumeister, R. F., "Guilt : An interpersonal approach", Psychological bulletin, 115(2), pp.243~267 (1994)
  7. Bekkers, R., "Participation in voluntary associations : Relations with resources, personality, and political values", Political Psychology, 26(3), pp.439~454 (2005)
  8. Bennett, R., "Shame, guilt & responses to nonprofit & public sector ads", International Journal of Advertising, 17(4), pp.483~499 (1998)
  9. Bennett, R., "Factors underlying the inclination to donate to particular types of charity", International Journal of Nonprofit and Voluntary Sector Marketing, 8(1), pp.12~29 (2003)
  10. Boster, F. J., "The impact of guilt and type of compliance-gaining message on compliance", Communication Monographs, 66(2), pp.168~177 (1999)
  11. Bozinoff, L., "Evaluating guilt arousing marketing communications", Journal of Business Research, 11(2), pp.243~255 (1983)
  12. Burnett, M. S., "Conceptualizing guilt in the consumer decision-making process", Journal of Consumer Marketing, 11(3), pp.33~43 (1994)
  13. Carlo, G., "The altruistic personality: In what contexts is it apparent?", Journal of Personality and Social Psychology, 61(3), pp.450~458 (1991)
  14. Carlo, G., "The development of a measure of prosocial behaviors for late adolescents", Journal of Youth and Adolescence, 31(1), pp.31~44 (2002)
  15. Chang, C. T., "Framing charity advertising : Influences of message framing, image valence, and temporal framing on a charitable appeal", Journal of Applied Social Psychology, 39(12), pp.2910~2935 (2009)
  16. Cialdini, R. B., "Reinterpreting the empathy-altruism relationship : When one into one equals oneness", Journal of Personality and Social Psychology, 73(3), pp.481~494 (1997)
  17. Cialdini, R. B., "Transgression and altruism : A case for hedonism", Journal of Experimental Social Psychology, 9(6), pp.502~516 (1973)
  18. Cialdini, R. B., "Empathy-based helping: Is it selflessly or selfishly motivated?", Journal of Personality and Social Psychology, 52(4), pp.749~758 (1987)
  19. Cotte, J., "Enhancing or disrupting guilt : The role of ad credibility and perceived manipulative intent", Journal of Business Research, 58(3), pp.361~368 (2005)
  20. Coulter, R. H., "Guilt appeals in advertising: What are their effects?", Journal of Applied Psychology, 80(6), pp.697~705 (1995)
  21. Davis, M. H., "Empathy : A social psychological approach" (1994), Brown & Benchmark Publishers
  22. Davis, M. H., "Processes of community change and social action", pp.67~82 (2005), Lawrence Erlbaum Associates
  23. Dietrich, D. M., "Alleviation of dissonance by engaging in prosocial behavior or receiving ego-enhancing feedback", Journal of Social Behavior and Personality, 12(2), pp.557~566 (1997)
  24. Eisenberg, N., "Empathy-related responding : Associations with prosocial behavior, aggression, and intergroup relations", Social Issues and Policy Review, 4(1), pp.143~180 (2010)
  25. Etxebarria, I., "Both Freud and Hoffman are right : Anxious-aggressive and empathic dimensions of guilt", The Spanish Journal of Psychology, 11(1), pp.159~171 (2008)
  26. 음영지, "숨긴정보검사에서 불안의 역할: fMRI 연구", 감성과학, 14(2), pp.227~234 (2011), 한국감성과학회
  27. Fishbein, M., "Avoiding the boomerang : Testing the relative effectiveness of anti-drug public service announcements before a national campaign", American Journal of Public Health, 92(2), pp.238~245 (2002)
  28. Hibbert, S., "Guilt appeals : Persuasion knowledge and charitable giving", Psychology & Marketing, 24(8), pp.723~742 (2007)
  29. Hoffman, M. L., "Is altruism part of human nature?", Journal of Personality and social Psychology, 40(1), pp.121~ (1981)
  30. Hoffman, M. L., "Empathy and moral development : Implications for caring and justice" (2000), Cambridge University Press
  31. Huhmann, B. A., "A content analysis of guilt appeals in popular magazine advertisements", Journal of Advertising, 26(2), pp.35~46 (1997)
  32. Ickes, W., "Handbook of Personality Psychology", pp.165~195 (1997), Academic Press
  33. Konoske, P., "Compliant reactions to guilt : Self-esteem or self-punishment", The Journal of Social Psychology, 108(2), pp.207~211 (1979)
  34. Krevans, J., "Parents' use of inductive discipline : Relations to children's empathy and pro-social behavior", Child development, 67(6), pp.3263~3277 (1996)
  35. Lewis, H. B., "Shame and guilt in neurosis", Psychoanalytic Review, 58(3), pp.419~438 (1971)
  36. Lindsey, L. L. M., "Anticipated guilt as behavioral motivation : An examination of appeals to help unknown others through bone marrow donation", Human Communication Research, 31(4), pp.453~481 (2005)
  37. Lindsey, L. L. M., "Anticipated guilt as motivation to help unknown others : An examination of empathy as a moderator", Communication Research, 34(4), pp.468~480 (2007)
  38. Millar, M. G., "Promoting safe driving behaviors : The influence of message framing and issue involvement", Journal of Applied Social Psychology, 30(4), pp.853~866 (2000)
  39. Mosher, D. L., "Interaction of fear and guilt in inhibiting unacceptable behavior", Journal of Consulting Psychology, 29(2), pp.161~167 (1965)
  40. O'Keefe, D. J., "Communication Yearbook 23", pp.67~101 (2000), Sage
  41. O’Keefe, D. J., "The persuasion handbook: Developments in theory and practice", pp.329~344 (2002), Sage
  42. O'Keefe, D. J., "Guilt and expected guilt in the door-in-the-face technique", Communication Monographs, 66(4), pp.312~324 (1999)
  43. Palmgreen, P., "Perceived message sensation value(PMSV)and the dimensions and validation of a PMSV scale", Health Communication, 14(4), pp.403~428 (2002)
  44. Paterson, H., "Personality types and mental health experiences of those who volunteer for help-lines", British Journal of Guidance & Counselling, 37(4), pp.459~471 (2009)
  45. Penner, L. A., "Prosocial behavior : Multilevel perspectives", Annual Review of Psychology, 56, pp.365~392 (2005)
  46. Reinhart, A. M., "The persuasive effects of message framing in organ donation : The mediatingrole of psychological reactance", Communication Monographs, 74(2), pp.229~255 (2007)
  47. Ruiz, S., "The impact of cognitive and", or affective processing styles on consumer response to advertising appeals, 2004, pp.57(6), 657~664
  48. Shen, L., "The influence of behavioral inhibition", approach systems and message framing on the processing of persuasive health messages, 2007, pp.34(4), 433~467
  49. Stürmer, S., "Empathy-motivated helping : The moderating role of group membership", Personality and Social Psychology Bulletin, 32(7), pp.943~956 (2006)
  50. 성영신, "기부 광고 효과에 대한 ERP 연구: 심상과 주의", 감성과학, 17(2), pp.3~12 (2014), 한국감성과학회[DOI]
  51. Tangney, J. P., "Self-conscious emotions: Shame, guilt, embarrassment, and pride", pp.114~139 (1995), Guilford Press
  52. Trommsdorff, G., "Sympathy, distress, and prosocial behavior of preschool children in four cultures", International Journal of Behavioral Development, 31(3), pp.284~293 (2007)
  53. Unger, L. S., "Trait empathy and continuous helping : The case of voluntarism", Journal of Social Behavior & Personality, 12(3), pp.785~800 (1997)
  54. Vitaglione, G. D., "Assessing a new dimension of empathy : Empathic anger as a predictor of helping and punishing desires", Motivation and Emotion, 27(4), pp.301~325 (2003)
  55. Wang, X., "The role of anticipated guilt in intentions to register as organ donors and to discuss organ donation with family", Health Communication, 26(8), pp.683~690 (2011)

관련 논문AI추천

국제기아 돕기 메시지의 전달에서 죄책감의 효과 발현을 매개하는 요인에 관한 탐색적 연구손민정, 이승조한국지역언론학회 · 언론과학연구2016 · 제16권 제1호돕기 캠페인에서 공감적 관심과 소구 유형이 미치는 영향에 관한 탐색이승조, 정다운한국감성과학회 · 감성과학2014 · 제17권 제2호국제 기아 돕기 캠페인의 효과에 미치는 긍·부정 프레이밍과 관여도의 영향－상호작용을 중심으로구세희, 연보영, 이승조한국감성과학회 · 감성과학2010 · 제13권 제1호기부 관여도, 메시지 소구방식, 자아효능감의 기부 의사 제고 효과에 관한 연구박장원, 박현순한국PR학회 · PR연구2007 · 제11권 제1호기부 광고, 어떻게 해야 하는가?: 수혜자 상황과 기부 메시지 프레이밍나준희한국상품학회 · 상품학연구2020 · 제38권 제6호자기해석과 메시지 소구방식이 기부의도에 미치는 영향: 공감능력과 사회적 인정의 매개효과김담율, 김종흠한국소비자학회 · 소비자학연구2023 · 제34권 제1호

이 간행물의 다른 논문 (9건)

후각정보의 감성측정을 이용한 영상실감향상김신우, 이국희pp. 3-16탄화지르코늄 함유 감성 인텔리전트 의류의써멀 마네킹 측정에 의한 발열 특성김현아, 김승진pp. 17-24복수제품 인쇄광고물에서 광고위치 효과박상준pp. 25-34행운과 불운이 배경 대 대상에 대한 주의에 미치는 효과: 탐색적 연구이병관, 이국희pp. 35-481/f 수준 별 음악 자극이 감정 노동 종사자의 심장 반응에 미치는 효과황민철, 전병무pp. 63-70
원문 보기