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Impacts of Altruistic Disposition and Framing on Persuasion to Help Distant Others in Need: Including the Mediating Role of Perceived Relationship Closeness

이타적 성향과 긍·부정 프레이밍이 국제기아 돕기 캠페인의 효과에 미치는 영향: 친밀감의 매개 역할 검증과 함께

  • 이승조 (중앙대학교 미디어커뮤니케이션학부)
  • Received : 2017.04.04
  • Accepted : 2017.05.24
  • Published : 2017.07.28

Abstract

This study examined the impact of interaction between dispositional empathic concern (DEC) and message framing on effects of the international aid campaign. DEC refers to a trait with which people tend to sympathize with and be concerned about others in need. Message framing is differentiated by positive or negative type. The results supported the prediction that the interaction between DEC and framing would have an effect on responses to messages advocating international relief activities. The overall findings show that the interaction was mainly the result of positive framing eliciting more favorable responses (behavioral intention and perceived relationship closeness) from higher DEC individuals than lower ones. The interaction effect on behavioral interaction was mediated by perceived relationship closeness.

Keywords

Dispositional Empathic Concern;Message Framing;Relationship Closeness;Behavioral Intention;Helping

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