| Abstract |
| The current study investigates the impacts of empathic concern, as a personal trait, and rational/emotional appeal on responses over the campaigns to help the disabled. Empathic concern is an emotional personality known as strongly activating altruistic motivations. The experiment proceeded at two stages that in the first stage, the personal disposition was measured and in the second stage, the condition of appeal type was presented. Thus, the whole experimental design was empathic concern(2) × appeal type(2) on attitudes and behavioral intention. Individuals high in empathic concern showed higher ratings, compared to people low, on attitudes and behavioral intention in the condition of rational appeal. The difference between high and low empathic concern in the condition of emotional appeal was small. |
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| Key Words |
| 장애인 돕기 캠페인, 공감적 관심, 이성적 소구, 감성적 소구, 태도, 행위의도, Campaign for Helping the Disabled, Personal Disposition, Empathic Concern, Rational/Emotional Appeal Type, Attitudes, Behavioral Intention |
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