공공캠페인 메시지 수용에 영향을 미치는 개인의 반항심과 메시지 프레이밍에 대한 연구 -심리적 저항 이론과 예상이론 중심으로 = CONTENTS : Effect on the Public Service Advertising Campaign with the Rebellious Personality and Message Framing Focused The Psychological Reactance Theory and Prospect Theory

다국어 초록 (Multilingual Abstract)

This study is to make the prediction of campaign message effectiveness and success possibility. for this study, I investigated to clarify the relationship between rebellious personality and message framing. In this study, I made sure relationship between rebellious personality and message framing to stimulate psychological resistance through the Psychological Reactance and Prospect Theory, the Prospect Theory and message framing. The first step is that is about the rebellious personality and the assessment of freedom area. The second step is that is the influence of the psychological reactance by the assessment of freedom area and message framing. The last is that is to investigated the relationship between rebellious personality and message framing by previous results. I made to reach two conclusions from this study. First, the message framing is not so effective to people who have high rebellious personality. Because they Reject the threat. They have high desire to independence choice and reject obedience of rule or other``s demand. Second, the positive message framing is more effective to people who have low rebellious personality than negative message framing. This result show the possibility of message framing effectiveness in comparison with first result. The result of this study, we laid the foundation to use the rebellious personality and message framing for the public service advertising campaign study.

참고문헌 (Reference)

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