공익광고캠페인의 호감도와 몰입의 관계에서 자기조절체계의 매개효과
Mediating Effects of Self-Regulatory System between Ad Liking and Emotional Engagement in Public Service Announcements
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초록
본 논문은 공익광고캠페인에서 청중의 호감적 태도와 정서적 몰입 간의 관계를 매개하는 자기조절체계의 효과를 다루었다. 이를 위해 먼저 여러 유형의 정서적 유인가를 지닌 공익캠페인을 자극으로 선정하고 이들 공익캠페인에 대한 평가와 실천의도를 측정하였다. 연구 참여자는 70명의 대학생이었고 평균 연령은 22.49(SD=3.22)이었다. 연구결과, 공익캠페인에 대한 호감도는 정서적 몰입에 긍정적 영향을 주고, 정서적 몰입은 다시 캠페인 실천의도에 영향을 주었다. 특히 본 연구결과는 향상 초점 체계는 캠페인에 대한 호감도와 몰입의 관계를 유의미하게 매개하는 반면, 방어 초점 체계는 호감도와 몰입의 관계를 매개하는 효과가 상대적으로 미약한 것으로 나타났다. 본 연구의 결과는 사회적 이슈를 설득할 목적의 공익캠페인이 청중에게 성취감과 자기향상의 열망과 같은 긍정적 메시지를 전달할 때 효과적일 수 있음을 시사한다.
Abstract
The current study investigated mediating effects of self-regulatory system in the context of public service announcements (PSAs). We conducted a survey to collect participants’ orientation of self-regulatory systems, emotional response and evaluation of PSAs. A total of 70 undergraduate students with mean age of 22.49 (SD = 3.22). Results showed that emotional engagement to the PSAs is affected by ad liking and, in turn, directly influences intention to act as a campaign outcome. Furthermore, our findings suggested that promotion-oriented individuals are more likely to commit PSA messages than do the prevention-oriented individuals. Therefore, messages of the PSA campaign should include hope and aspiration, indicating the connection of accomplishment and advancement.
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