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http://dx.doi.org/10.5392/JKCA.2016.16.09.638

Influence of Interaction between Self-esteem and Reward Type on Effects of the International Relief Campaign  

Kim, Sunghak (중앙대학교 일반대학원 미디어커뮤니케이션학과)
Lee, Seungjo (중앙대학교 미디어커뮤니케이션학부)
Publication Information
The Journal of the Korea Contents Association / v.16, no.9, 2016 , pp. 638-648 More about this Journal
Abstract
The current study investigated the impact of interaction between self-esteem and reward type on the effects of an international relief campaign. Self-esteem refers to how worthy a person feels about the self. Reward is differentiated by intrinsic or extrinsic type. An experimental research was conducted with 184 subjects by self-esteem ${\times}$ reward type. This research was progressed with two stages. At the first stage, questionnaires relative to participants' self-esteem and past experiences were distributed. At the second stage, the participants rated their responses after exposure to the campaign. Individuals with higher self-esteem showed more favorable message attitudes towards intrinsic reward type, yet those with lower self-esteem did not show a significant difference. Analyses for behavioral intention did not produce any significant result.
Keywords
Self-esteem; Reward Type; International Relief Activity; Attitude toward Campaign; Behavioral Intention;
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Times Cited By KSCI : 1  (Citation Analysis)
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