| Abstract |
| This study investigates how framing and the interaction with involvement influences responses toward a help campaign. There could be two possible predictions about the results of framing. One is that, because helping is a risk avoidance behaviors, the positive framing would dominant or the other is that, because helping is mainly mediated by negative emotions such as sadness or guilty, the negative framing would be preferred. The present research was to solve the conflicting predictions and was conducted with a experimental design. The participants were exposed to a campaign emphasizing either positive aspects of the help or negative contexts which would be maintained without any help. The results were that the main effect of framing was not existent, but the significant interaction with involvement on responses was found. The interaction of framing and involvement, though, included unexpected inconsistency between the results of attitude and behavioral intention. The theoretical and practical meanings of the results were discussed. |
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| Key Words |
| Campaign of Helping the Hungry, Positive Framing, Negative Framing, Involvement, Attitudes, Behavioral Intentions, 국제 기아 돕기 캠페인, 긍,부정 프레이밍, 관여도, 태도, 행위 의도 |
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