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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

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.

Keywords

International Relief Activity;Gain/loss Framing;Pre-attitude;Anticipated Satisfaction

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