기부 프레이밍과 수혜자 수, 그리고 성별이 공익 연계 마케팅 효과에 미치는 영향

목차 (Table of Contents)

• 요약
• 1. 서론
• 2. 이론적 배경
• 1) 프레이밍 효과(Framing effect)
• 2) 수혜자 수와 인식가능 수혜자 효과(Identifiable victim effect)
• 3) 성별, 공감적 처리, 그리고 자선적 활동참여
• 3. 가설 제시
• 4. 실험
• 1) 연구 방법
• 2) 연구 결과
• 5. 결론 및 토의
• 6. 시사점 및 한계점
• 참고문헌
• Abstract

참고문헌 (Reference)

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