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ISSN : 1229-8778
The purpose of this study was to distinguish persuasive and sympathetic communication, to examine the differences of psychological and advertising responses, as well as trust construction and the psychological capital according to persuasive and sympathetic messages. In two experiments, data was taken from 80 undergraduates who were exposed at persuasive and sympathetic stimuli. The differences testings were performed on psychological responses such as satisfaction and happiness, advertising responses such as message attitude and purchasing intention, trust construction and the psychological capital. To ensure reliability and validity of scales used, data was analyzed with internal consistency and factor analysis, and t tests were conducted for hypotheses testing. According to the results, Hypothesis Ⅰ(Sympathetic communications will produce more favorable psychological responses than persuasive communications), Hypothesis Ⅱ(Sympathetic communications will produce more favorable advertising responses than persuasive communications) and Hypothesis Ⅲ(Sympathetic communications will produce more trust and the psychological capital than persuasive communications) were all supported. These findings showed that sympathetic communications are more effective on psychological and advertising responses and on trust and the psychological capital than persuasive communications. In order, therefore, to raise advertising effect, it is suggested to focus more on sympathetic communications than persuasive communications. Finally, limitations of this study and directions for further studies are discussed.
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