내러티브 메시지와 메시지 프레이밍이 지속가능 제품평가에 미치는 영향 = The Effects of Narrative Message and Message Framing on Sustainable Product Evaluations: The Mediating Role of Consumers’ Perceived Empathy

다국어 초록 (Multilingual Abstract)

The purpose of this research is to examine the roles of message framing and consumers’ perceived empathy given that narrative message type leads to positive evaluations of eco-friendly sustainable products. Based on prior work, we propose that the interaction between narrative message type and gain message framing influence product evaluations, and this effect can be mediated by consumers’ perceived empathy. To test our predictions, message type(narrative vs. non-narrative) and message framing(gain vs. loss) were manipulated in fictional scenarios and presented to participants as stimulus. The results reveal that narrative message type can activate consumers’ perceived empathy only when gain framing message is presented.

국문 초록 (Abstract)

본 연구는 내러티브 메시지가 지속가능 제품평가에 미치는 영향에 대해 메시지 프레이밍의 조절효과와 지각된 공감의 매개효과를 확인하기 위해 진행하였다. 선행연구들을 토대로, 내러티브 메시지 유형이 이득 메시지 프레이밍과의 상호작용으로 소비자의 지각된 공감을 불러 일으키고, 이는 지속가능 제품평가에 긍정적인 영향을 미칠 것으로 예상하였다. 이를 검증하기 위해 당면한 의사결정이 미래의 환경에 미치게 될 결과를 메시지 유형(내러티브 vs. 비 내러티 브)과 프레이밍(이득 vs. 손실)을 각각 조작하여 가상의 시나리오로 제시하였다. 실험결과, 내러 티브 메시지가 지속가능 제품평가에 미치는 영향은 이득 프레임으로 제시되는 경우에만 소비자 의 지각된 공감이 활성화되어 환경친화적 제품평가에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구는 메시지의 유형과 프레이밍효과를 지속가능 소비맥락에서 실증한 것에 이론적 의의가 있으며, 이를 바탕으로 실무적 시사점과 향후 연구 방향을 제시한다.

참고문헌 (Reference)

1 이은주 ; 김동현 ; 최한아, "지속가능소비를 촉진하는 감성 뉴로마케팅: 대면 효과의 기능성 뇌자기공명영상 연구" 한국마케팅학회 32 (32): 43-56, 2017

2 김충현 ; 도은혜, "공익 연계 마케팅의 메시지 유형효과 연구 : 설득지식 수준과기존 브랜드 선호도의 조절효과를중심으로" 한국광고학회 26 (26): 61-88, 2015

3 최낙환, "개인적 노스탤지어 광고에 대한 소비자의 반응과 브랜드평가" 한국경영학회 43 (43): 1221-1256, 2014

4 Andreoni, J., "Warm-glow versus cold-prickle : The effects of positive and negative framing on cooperation in experiments" 110 (110): 1-21, 1995

5 Hinyard, L. J., "Using narrative communication as a tool for health behavior change : A conceptual, theoretical, and empirical overview" 34 (34): 777-792, 2007

6 Statt, D. A., "Understanding the consumer: A psychological approach" Macmillan International Higher Education 1997

7 Green, M. C., "Understanding media enjoyment : The role of transportation into narrative worlds" 14 (14): 311-327, 2004

8 Elkington, J., "The triple bottom line" 2 : 49-66, 1997

9 Green, M. C., "The role of transportation in the persuasiveness of public narratives" 79 (79): 701-721, 2000

10 Zhang, Y., "The impact of accessible identities on the evaluation of global versus local products" 36 (36): 524-537, 2009

11 Meyerowitz, B. E., "The effect of message framing on breast self-examination attitudes, intentions, and behavior" 52 (52): 500-510, 1987

12 Kim, J. H., "The effect of message framing and perceived consequence on environmental behavior" 5 (5): 65-86, 2004

13 Brown, T. J., "The company and the product: Corporate associations and consumer product responses" 61 (61): 68-84, 1997

14 Obermiller, C., "The baby is sick/the baby is well : A test of environmental communication appeals" 24 (24): 55-70, 1995

15 Escalas, J. E., "Sympathy and empathy : Emotional responses to advertising dramas" 29 : 566-578, 2003

16 Sherin, A., "Sustainable: A handbook of materials and applications for graphic designers and their clients" Rockport Publishers 2008

17 Fiske, S. T., "Social cognition and social perception" 44 (44): 155-194, 1993

18 Escalas, J. E., "Self-referencing and persuasion : Narrative transportation versus analytic elaboration" 33 : 421-429, 2007

19 Bagozzi, R. P., "Public service advertisements : Emotions and empathy guide prosocial behavior" 58 (58): 56-70, 1994

20 Paluszek, J. L., "Public affairs and community:Corporate social responsibility now, practical public affairs in an era of change" University of Press 1997

21 Brehm, S. S., "Psychological reactance: A theory of freedom and control" Academic Press 2013

22 Rozin, P., "Negativity bias, negativity dominance, and contagion" 5 (5): 296-320, 2001

23 Brechman, J. M., "Narrative, transportation and advertising" 34 (34): 366-381, 2015

24 Feldman, C. F., "Narrative thought and narrative language" Lawrence Erlbaum Associates, Inc 1-78, 1990

25 Lord, K. R., "Motivating recycling behavior: A quasiexperimental investigation of message and source strategies" 11 (11): 341-358, 1994

26 Ganzach, Y., "Message framing and buying behavior : A field experiment" 32 (32): 11-17, 1995

27 Thaler, R., "Mental accounting and consumer choice" 4 (4): 199-214, 1985

28 Quantis, "Measuring fashion: Environmental impa ct of the global apparel and footwear industries study"

29 White, K., "It's the mind-set that matters : The role of construal level and message framing in influencing consumer efficacy and conservation behaviors" 48 (48): 472-485, 2011

30 Escalas, J. E., "Imagine your self in the product : Mental simulation, narratives transportation, and persuasion" 33 (33): 37-48, 2004

31 Kahneman, D., "Handbook of the fundamentals of financial decision making:Part I" World Scientific 269-278, 2013

32 Kahneman, D., "Handbook of the fundamentals of financial decision making: Part I" World Scientific 99-127, 2013

33 Boller, G. W., "Experiencing ad meanings: Crucial aspects of narrative/drama processing" North American Advances 1991

34 Menon, A., "Enviropreneurial marketing strategy : The emergence of corporate environmentalism as market strategy" 61 (61): 51-67, 1997

35 Sen, S., "Does doing good always lead to doing better? Consumer reactions to corporate social responsibility" 38 (38): 225-243, 2001

36 Taylor, S. E., "Coping and the simulation of events" 7 (7): 174-194, 1989

37 Baskentli, S., "Consumer reactions to corporate social responsibility : The role of CSR domains" 95 : 502-513, 2019

38 Lazarus, R. S., "Cognition and motivation in emotion" 46 (46): 352-367, 1991

39 Kahneman, D., "Choices, values and frames" 39 (39): 341-351, 1984

40 Baumeister, R. F., "Bad is stronger than good" 5 (5): 323-370, 2001

41 Tversky, A., "Availability : A heuristic for judging frequency and probability" 5 (5): 207-232, 1973

42 Kopfman, J. E., "Affective and cognitive reactions to narrative versus statistical evidence organ donation messages" 26 (26): 279-300, 1998

43 Brehm, J. W., "A theory of psychological reactance" Academic Press 1966

44 Davis, M. H., "A multidimensional approach to individual differences in empathy" 10 : 85-, 1980