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외집단위상과 메시지지향성이 공공캠페인 효과성에 미치는 영향: 집단자존감의 조절효과를 중심으로
허다경 ( Dakyeong Heo ),신동우 ( Dongwoo Shin ) 한국소비자학회 2012 소비자학연구 Vol.23 No.3
공공캠페인의 효과를 높이기 위해 마케터는 표적이 되는 소비자집단과 그에 대응하는 외집단과의 비교를 활용하여 메시지를 구성하곤 한다. 이러한 메시지는 종종 소비자의 바람직한 행동을 이끌어 내거나(권장) 또는 바람직하지 못한 행동을 억제하려는(지양) 목적을 가지게 된다. 본 연구의 저자들은 집단정체성이론과 접근/회피 동기에 근거하여 이와 같은 목적(i.e., 메시지지향성)을 가진 캠페인이 외집단의 상대적위상(상위 vs. 동등 vs. 하위)과 소비자가 가지고 있는 집단자존감의 정도에 따라 상이한 효과를 보일 것이라는 예측을 도출하였다. 이를 검정하기 위해 메시지지향성과 상대적위상을 실험변수로 한 2*3 집단 간 설계를 구성하였으며 집단자존감을 조절변수로 사용하였다. 메시지지향성은 쓰레기분리수거(권장)와 교내음주방지(지양)로 캠페인의 목적에 변화를 주어 조작하였으며 상대적위상은 실험참가자들이 재학하는 대학과 같은 지역에 위치하면서 상이한 평판을 가진 세 개의 대학들을 이용하여 조작하였다. 실험자료의 분석결과에 따르면 집단자존감이 낮은 소비자의 경우 캠페인의 목적이 바람직한 행동을 “권장”하는 경우 하위집단을 비교 대상으로 한 광고를 가장 효과적이라고 평가 하였으며, 바람직하지 않은 행동을“지양”하려는 경우 동등집단을 비교 대상으로 한 광고를 가장 효과적인 것으로 평가하였다. 반면 집단자존감이 높은소비자의 경우 캠페인의 목적이 “권장”인 경우 상위집단을 비교 대상으로 삼은 광고를 가장 효과적이라고 평가한 반면, 그 목적이 “지양”인 경우 동등집단을 비교 대상으로 삼은 광고를 가장 효과적인 것으로 평가하였다. To develop a more effective Public Service Announcement (PSA), marketers often compare a target group with an out-group with different social status. Furthermore, depending on the purpose of a PSA, campaign providers devise an announcement with different message orientations. Sometimes a PSA attempts to steer target audience away from committing negative behaviors such as smoking or binge drinking (i.e., avoidance orientation). Other times a PSA encourages the target audience to engage positive behaviors such as recycling or donating (i.e., approach orientation). In this paper, the authors aim to identify the optimal combination of outgroup status (high vs. equal vs. low) and message orientation (approach vs. avoidance) depending on target audience’s collective esteem. To test the suggested hypotheses, the authors implemented a 2*3 between subject design with collective esteem as a moderator variable. Outgroup status was manipulated by using three existing outgroups with different social status (i.e., universities in the same area with different reputations) as reference groups. Message orientation was manipulated by framing an announcement with approach goal (i.e., recycling) or with avoidance goal (i.e., anti-drinking). Collective esteem was measured with six items used in Long and Spear’s (1998) study. The results from this experiment provide a strong support for the suggested hypotheses. When participants with low collective esteem encountered avoidance PSA, they evaluate the message using a comparison with low-status-outgroup more persuasive than the others. On the other hand, when participants with low collective esteem were exposed to approach PSA, they favored the message using a comparison with equal-status-outgruop. Participants with high collective self esteem also showed different evaluations for approach and avoidance messages. When participants with high collective esteem evaluate approach PSA, they preferred the massage using a comparison with high-status-outgroup to the other messages. On the other hand, when participants with high collective esteem evaluate avoidance PSA, they favored the message using a comparison with equal-status-outgroup. Further examination of the three-way interaction revealed that the moderating effect of collective esteem comes from messages using high- and low-status-groups. While participants exposed to messages using a comparison with equal-status-group showed a consistent evaluation pattern, participants exposed to messages using a comparison with high- or low-status-group displayed a great fluctuation in message evaluations.
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성관계 제안을 거절당한 사람의 행동 양상과 설득에 의한 성관계 동의 수준 평가의 성차: 연인 관계를 중심으로
양동옥 한국여성심리학회 2019 한국심리학회지 여성 Vol.24 No.2
his study examined sexual communication in romantic relationship focusing on the patterns of behavior of those whose sexual advances have been rejected. Study 1 investigated the behavior patterns of those who were rejected when making sexual advances by using a romantic relationship scenario. Study 2 explored how participants predicted the behavior patterns of those who were rejected depending on the gender of the rejectee. We also analyzed how participants evaluated the level of consent to sexual relations depending on the viewpoint of those who made the sexual advance or those who compliance, when the sexual relations by persuasion. The behavior patterns of those who were rejected were classified into five factors including ‘showing discomfort and manipulation’, ‘concern about changes in relationship’, ‘approach and persuasion’, ‘respect and acceptance’, and ‘consideration of feeling.’ In condition where the man was rejected, male participants were most likely to do ‘respect and acceptance’ behavior, whereas female participants were most likely to do ‘approach and persuasion’ behavior. In condition where the woman was rejected, both male and female participants were likely to do ‘respect and acceptance’ behavior. In condition where man had a sexual relation with women through persuasion, female participants rated the perceived women's level of consent who complied with the sexual relations lower than male participants. They also rated the men's perceived women's level of consent higher than male participants. In condition where woman had a sexual relation with men through persuasion, the male participants rated the perceived man's level of consent who complied with the sexual relations higher than female counterparts. Such results were discussed in sexual scripts and cognitive dissonance, and suggested of the risk of date rape.
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