open access
메뉴.png){kind=logo}
open access
메뉴
ISSN : 1229-8778
The purposes of this study examine the effects of the proportion of performers and message framing on persuasion. In the concrete, when an individual perceived that majority are performing the target behavior, which of framing is more effective and when an individual perceived that minority are performing the target behavior, which of framing is more effective? In order to validate it, We conducted an experiment. In the experiment, we used vaccination behavior as the target behavior in the experiment. In result, we found that when an individual primed with the situation that many undergraduates were performing the target behavior, he/she perceived the value of the target behavior more in loss framing than gain framing because losses loomed larger than gains. On the other hand, when an in dividual primed with the situation that a few of undergraduates were performing the target behavior, he/she perceived the value of the target behavior more in gain framing than loss framing because an individual estimated gains more importantly than losses. And the result of behavioral intention is same as above. Discussion of the results and implications were suggested.
김동철, 최원욱, 이윤종 (2005). 프로스펙트이론의 손실회피현상과 개인투자자들의 매도행태. 경영학연구, 34(2), 603-630.
김재휘, 부수현 (2007). 희소성 메시지와 프레이밍 방식이 구매의도에 미치는 효과. 한국심리학회지: 소비자 광고, 8(2), 183-203.
김재휘, 신진석 (2004). 공해방지 광고의 프레이밍 효과: 환경에 대한 주의각성과 행위정보 제공의 매개적 영향. 광고연구, 49, 55-75.
김재휘, 이희성 (2008). 사회적 추론이 광고효과에 미치는 영향: 다수가 시청할 것이라는 추론의 영향, 광고학연구, 19(4), 43-56.
조형오, 김병희 (2000). 비만예방 광고의 메시지 유형별 설득효과 차이분석. 광고학연구, 11(4), 165-185.
최현경, 이명천, 김정현 (2008). 메시지 프레이밍과 지향성이 공익광고 효과에 미치는 영향: 교통안전 공익광고를 중심으로. 한국광고홍보학보, 10(2), 34-65.
Anderoni, J. (1995). Cooperation in public-goods experiments: Kindness or confusion? The American Economic Review, 85, 891-904.
Bandura, A., & Perloff, B. (1967). Relative efficacy of self-monitored and externally imposed reinforcement systems. Journal of Personality and Social Psychology, 7, 111-116.
Banks, S. M., Salovey, P., Greener, S., Rothman, A. J., Moyer, A., Beauvais, J., & Epel, E. (1995). The effects of message framing on mammography utilization. Health Psychology, 14, 178-184.
Baron, R. S., Vandello, U. A., & Brunsman, B. (1996). The forgotten variable in conformity research: Impact of task importance on social influence. Journal of Personality and Social Psychology, 71, 915-927.
Brewer, M. B., & Hewstone, M. (2004). Social cognition. Blackwell Publishing. Malden, MA.
Campbell, J. D., & Fairey, P. J. (1989). Informational and normative routes to conformity: The effect of faction size as a function of norm extremity and attention to the stimulus. Journal of Personality and Social Psychology, 57, 457-468.
DeDreu, C. K. (1996). Gain-loss frame in outcome interdependence: does it influence equality or equity considerations? European Journal of Psychology, 26, 315-324.
DeDreu, C. K., Lualhati, J., & McCusker, C. (1994). Effects of gain-loss frames on satisfaction with self-other outcome differences. European Journal of Social Psychology, 24, 497-510.
Eiser, R. (1990). Social judgment. Buckingham: Open University Press.
Festinger, L. (1957). A theory of cognitive dissonance, Stanford, CA: Stanford University Press.
Gerend, M. A., & Shepherd, J. E. (2007). Using message framing to promote acceptance of the human papillomavirus. Health psychology, 26(6), 745-752.
Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47, 263-291.
Kalyanaram, G. & Winer, R. S. (1995). Empirical generalizations from reference price research. Marketing Science, 14(3), 161-169.
Kelman, H. C. (1953). Attitude change as a function of response restriction. Human Relations, 6, 185-214.
Kravitz, D. A., & Martin, B. (1986). Ringalmann rediscovered. The original article. Journal of Personality and Social Psychology, 50(5), 936-941.
Latane, B., Williams, K., & Harkins, S. (1979). Many hands make light the work: The causes and consequences of social loafing. Journal of Personality and Social Psychology, 37, 822-832.
Loewnnstein, G. F., Thompson, L. L., & Bazerman, M. H. (1989). Social utility and decision making in interpersonal contexts. Journal of Personality and Social Psychology, 57, 426-441.
Martin, R., Gardikiotis, A., & Hewstone, M. (2002). Levels of consensus and majority and minority influence. European Journal of Social Psychology, 32, 645-665.
Messick, D. M., & Sentis, K. P. (1985). Estimating social and non-social utility functions from ordinal data. European Journal of Social Psychology, 15, 389-399.
Ngobo, P. V. (1999). Decreasing returns in customer loyalty: does it really matter to delight the customers? Advances in Consumer Research, 26, 469-76.
Noelle-Neumann, E. (1977). Turbulences in the climate of opinion: Methodological applications of the spiral of silence theory. Public Opinion Quarterly, 41, 113-158.
O'Brien, L., & Jones, C. (1995). Do rewards really create loyalty? Harvard Business Review, 73(May-June), 75-82.
Plous, S. (1993). The psychology of judgment and decision making. New York: McGraw-Hill.
Putler, D. S. (1992). Incorporating reference price effects into a theory of consumer choice. Marketing Science, 11(Sum), 287-309.
Ross, I., & Nisbett, R. (1991). The person and the situation: perspectives of social psychology. NY: McGraHill.
Simonson, I. & Tversky, A. (1992). Choice in context: tradeoff contrast and extremeness aversion. Journal of Marketing Research, 24(Aug), 281-295.
Smith, G. E. (1996). Framing in advertising and moderating impact of consumer education. Journal of Advertising Research, 36(5), 49-64.
Smith, S. M., & Petty, R. E. (1996). Message framing and persuasion: A message processing analysis. Personality and Social Psychology Bulletin, 22, 258-269.
Tversky, A., & Kahneman, D. (1981). The framing of decisions and the Psychology of choice. Science, 211, 453-458.
Tversky, A., & Kahneman, D. (1991). Loss aversion in riskless choice: A reference- dependent model, Quarterly Journal of Economics, 106(4), 297-323.
Weldon, E., & Gargano, G. M. (1988). Cognitive loafing: The effects of accountability and shared responsibility on cognitive effort. Personality and Social Psychology Bulletin, 14, 159-171.
Zajonc, R. B. (1965). Social facilitation. Science, 149, 269-274.