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개인 기부가 활성화되고 기부 형태나 방식이 다양해짐에 따라 기부 설득의 효과를 높이기 위한 연구가 증가하고 있다. 특히 기부 수혜자의 표정에 따라 기부 효과가 달라지는 것은 여러 연구에서 증명되었다. 기부자는 수혜자의 표정이 슬플 때 더 큰 동정심을 느끼고 더 많은 기부를 한다. 본 연구는 이러한 수혜자의 표정 효과가 기부 목적에 따라 달라질 수 있다는 문제를 제기하고 그 효과를 검증하고자 하였다. 실험은 수혜자의 표정을 희망적/절망적으로 구분하고 기부 목적을 생존/교육으로 구분하여 2 × 2 피험자 내 설계로 진행되었다. 연구 결과 첫째, 기부자들은 수혜 아동의 희망적 표정보다 절망적 표정을 보았을 때 더 큰 동정심을 느꼈다. 그러나 기부액에서는 표정 간 유의미한 차이가 나타나지 않았다. 둘째, 기부자들은 교육을 목적으로 하는 기부보다 생존을 위한 기부에서 더 큰 동정심을 느끼고, 기부도 더 많이 하였다. 셋째, 생존 목적의 기부에서 교육 목적의 기부보다 절망적 표정을 봤을 때의 기부액이 더 컸으나 통계적으로 의미 있는 결과는 얻지 못하였다. 또한 동정심에서도 상호작용 효과를 발견할 수 없었다. 끝으로 본 연구의 한계점 및 연구 결과가 기부문화 확산에 기여할 수 있는 시사점을 서술하였다.
As people donate more personally in various ways, there has been growing number of researches finding effective persuasion for donation. Especially several studies revealed an effectiveness of donation according to a facial expression of a child in charity advertisement. Donators tended to donate more to a child with a sad face than to one with a happy face. Current study stated a necessity of separation of charitable purposes and assumed that the effectiveness of donation would be different according to the purpose of donation. The experiment was a 2(recipient’s facial expression: hopeful/hopeless) x 2(charitable purpose: survival/education) within-subject design. As a result, participants felt more sympathetic to faces expressing hopelessness than to hopefulness, but the difference of donation amount between two face conditions was not statistically significant. In addition, participants felt more sympathetic and donated more when the charitable purpose was solving the trouble of survival rather than giving the chance of education. Lastly, amount of donations to a hopeless face was higher in charity for survival than in charity for education, but it was not statistically significant. Also the interaction effect between a face and purpose on sympathy was not found. In the end, this paper suggested its own limitation and implication for future research of donations.
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