사전 태도와 이성적/감성적 소구 유형이 장애인 돕기 캠페인의 반응에 미치는 영향 = Influence of Attitudes to the Object and Appeal Type on the Persuasive Message for Helping the Disabled

다국어 초록 (Multilingual Abstract)

This study investigates how the interaction of prior attitudes to the disabled and rational/emotional appeal type influence on attitudes and behavioral intentions responding to the campaigns to help disabled people. Experiments were conducted with 183 subjects and prior attitudes to the disabled were measured at the differential time, around a week before the main experiment. The experiment was designed with 2(prior attitude to the disabled: friendly/unfriendly) × 2(message appeal: rational/emotional) factorial. Individuals with friendly attitudes to the disabled showed more favorable attitudes for the message and helping compared to those with unfriendly attitudes in the condition of ra- tional appeal. The difference between high and low in the level of attitudes was small in the condition of emotional appeal. Analyses for behavioral intention did not produce any significant results. The overall results suggest that it is necessary to make a detailed strategy for the proper target in the campaign for disabled people.

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