The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Impacts of the Interaction between Gain/loss Framing and Pre-attitude on the Processing of International Relief Messages

이익/손실 프레이밍과 사전 태도가 상호작용하여 국제구호 메시지의 효과에 미치는 영향

  • 송원섭 (중앙대학교 미디어커뮤니케이션학부) ;
  • 이승조 (중앙대학교 미디어커뮤니케이션학부)
  • Received : 2019.07.01
  • Accepted : 2019.08.20
  • Published : 2019.09.28
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Abstract

Messages to help people far away, such as International relief campaign, are heavily influenced by situational factors. In this light, the study examined whether the message characteristics (gain/loss framing) and the individual characteristics (previous attitude to helping activity) interact to affect the message attitude and behavioral intention. The study was conducted by an experiment involving 220 subjects. The analysis resulted in the significant interactions between gain/loss framing and pre-attitude by the same direction for message attitudes and behavioral intention. It was shown that gain framing worked more effectively for the relatively more friendly group towards helping activities than for the less friendly one. The same direction was shown in the loss framing, but its difference was smaller. The process of the interactions appeared as mediated by anticipated satisfaction. The practical and theoretical implications were discussed for proper planning of messages to help others.

국제기아와 같이 멀리 떨어진 사람들을 돕기 위한 메시지는 상황적인 요인의 영향을 많이 받는다. 이러한 관점에서 본 연구는 메시지의 특성(이익/손실 프레이밍)과 개인의 특성(돕기 활동에 대한 사전 태도)이 상호작용하여 메시지 태도와 행위 의도에 영향을 미치는지 살펴보았다. 연구는 220명이 참여한 실험으로 진행하였다. 메시지 태도와 행위 의도에 대한 분석 결과에서 이익/손실 프레이밍과 사전 태도의 상호작용이 유의미하게 발현되었다. 그러한 상호작용은 사전 태도가 상대적으로 우호적인 집단에 대하여 이익 프레이밍이 더 효과적으로 작용하여 발생하였다. 손실 프레이밍에서도 같은 방향성이 나타났지만 그 크기는 상대적으로 작았다. 이러한 상호작용의 방향성은 기대 만족감이 매개하는 것으로 분석되었다. 본 연구의 결과를 토대로 타인을 돕기 위한 메시지의 적절한 기획을 위한 실용적, 이론적 의미를 논하였다.

Keywords

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