사회적 목표 행동 촉진을 위한 설득 커뮤니케이션 연구 = 사회적 상호성과 목표 프레임을 적용한 설득

국문 초록 (Abstract)

연구는 공공의 이익을 위해 다수가 관여된 사회적 목표 행동의 실천에 있어, 동일한 상황에 놓인 다른 사람에 대한 상호성 인식에 따라 효과적인 목표 프레임이 달라짐을 밝히고자 하였다. 구체적으로 연구 1에서는 동일한 목표에 놓인 다른 사람들이 얼마나 많이 행동하고 있는지에 대한 정보가 사회적 목표 행동의 실천에 어떠한 영향을 미치는지, 더 나아가 이러한 사회적 상호성(다수, 소수)과 목표 프레임(to-date, to-go)이 사회적 목표의 실천에 미치는 효과에 대해 알아보고자 하였다. 연구 결과, 소수에 비하여 다수가 실천하고 있다는 정보가 사회적 목표의 실천을 높임을 확인하였다. 또한 다수 행동에 대한 정보가 주어졌을 경우, to-date 프레임 보다는 to-go 프레임이, 소수 행동에 대한 정보가 주어졌을 경우, to-go 프레임 보다는 to-date 프레임에 대한 실천 의도가 높게 나타났다. 연구 2에서는 사회적 목표를 추구하는 상황에서 개인이 다른 사람과의 사회적 관계 속에서 자신을 해석하는 유형에 따라 사회적 목표의 실천에 있어 효과적인 목표 프레임이 달라질 것이라 가정하였다. 즉, 다른 사람들(집단)과 자신의 상호 관계 점화에 따라 차별적인 목표 프레임의 효과를 확인하고자 하였다. 연구 결과, 상호의존적 상호 관계가 점화되는 경우에는 to-date 프레임보다 to-go 프레임이, 독립적 상호 관계가 점화되는 경우에는 to-go 프레임보다 to-date 프레임이 사회적 목표 행동의 실천 의도를 높이는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

This study aims to investigate the effect of goal frame in the process of social goal pursuit. Social goals are defined as shared goals that groups of people are involved, such as charity/fund raising events. In study 1, it focuses on the effect of a message that indicates how many people are pursuing the same goal and its effect on actual goal pursuit. In addition, it also investigates on interaction effect with goal frame (To-go/To-date) and this message suggesting many/only a few people are pursuing the same goal. The result of study 1 suggests that the message that many people are engaged in a goal rather than message that few people are engaged in same goal elicits higher behavioral intention for goal pursuit. Moreover the results of interaction effect suggests that, for the message that few people are engaged, to-date frame (vs. to-go frame) shows higher intention for goal pursuit while for the message that many people are engaged, to-go frame (vs. to-date frame) shows higher intention for goal pursuit. Study 2 focuses on the effect of self-construal level and its interaction effect with goal frame in a pursuit of goal. Self-construal can be explained as the way of how individuals see themselves in a group they belong, whether they include themselves inside the group (interdependent self-construal) or regard themselves independently (independent self-construal). The result suggests that, for the interdependent self-construal, to-go frame leads to higher behavioral intention while for the independent self-construal, to-date frame leads to higher behavioral intention for goal pursuit.

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