Message Strategies for Korean Celebrity Charitable Campaigns Based on the Construal Level Theory

서지정보

· 발행기관 : 한국PR학회
· 수록지 정보 : PR연구 / 22권 / 3호 / 1 ~ 32페이지
· 저자명 : 박재진, 황성욱, 조윤용

초록

Objectives Based on the construal level theory (CLT), three experimental studies were conducted to assess the effectiveness of celebrities’ voluntary service campaigns.
Methods Consistent with the idea of CLT, campaign messages in a series of experiments were framed with phrases evoking either high- or low-level construals to measure which message strategies are effective in terms of enhancing the public’s intent to participate in volunteer service campaigns.
Results Experiment 1, with 128 participants, manipulated the temporal distance in the near and distant future to demonstrate that respondents preferred specific and feasibility-related messages for near-future events. Experiment 2, with 140 participants, manipulated the spatial distance in the near and distant future in terms of place to demonstrate that the interaction effects of spatial distance and message framing did not impact the respondents’ intention to participate in campaigns. Experiment 3, with 124 participants, measured the social distance of individuals’ dispositional traits to prove that the respondents preferred specific, detailed, and contextualized messages when their social distance toward the cause was positive.
Conclusions The present study makes a significant contribution to the current stream of research that uses CLT to better understand audiences’ behaviors, especially responses to celebrities’ philanthropic activities.

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