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Influence of Interaction between Self-esteem and Reward Type on Effects of the International Relief Campaign

자존감과 보상 유형의 상호작용이 국제구호 캠페인의 효과에 미치는 영향

  • 김성학 (중앙대학교 일반대학원 미디어커뮤니케이션학과) ;
  • 이승조 (중앙대학교 미디어커뮤니케이션학부)
  • Received : 2016.05.16
  • Accepted : 2016.06.21
  • Published : 2016.09.28

Abstract

The current study investigated the impact of interaction between self-esteem and reward type on the effects of an international relief campaign. Self-esteem refers to how worthy a person feels about the self. Reward is differentiated by intrinsic or extrinsic type. An experimental research was conducted with 184 subjects by self-esteem ${\times}$ reward type. This research was progressed with two stages. At the first stage, questionnaires relative to participants' self-esteem and past experiences were distributed. At the second stage, the participants rated their responses after exposure to the campaign. Individuals with higher self-esteem showed more favorable message attitudes towards intrinsic reward type, yet those with lower self-esteem did not show a significant difference. Analyses for behavioral intention did not produce any significant result.

Keywords

Self-esteem;Reward Type;International Relief Activity;Attitude toward Campaign;Behavioral Intention

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