본 연구는 사회적 배제 성향과 공익 광고 속 수혜자의 표정이 광고 및 단체 평가 그리고 기부의도에 미치는 영향을 검증하기 위해 수행되었다. 이를 위해 실험에서 사회적 배제 조건과 사회적 수용 조건을 에세이 과업을 통해 점화한 후, 뒤센 미소와 슬픈 표정의 수혜자가 등장하는 공익광고를 제시한 후 광고 및 기관 평가, 기부의도를 평가하게 하였다. 그 결과 사회적 배제의 경우 표정 간 유의미한 차이를 보이지 않았다. 그리고 사회적 수용 조건의 경우는 기부 의도를 제외하고 광고 및 기관 평가에서 슬픈 표정에 긍정적으로 반응하였다. 이를 통해서 사회적 배제 성향과 수혜자 표정이 공익광고 평가에 미치는 요인들을 중심으로 연구의 실무적 영역과 추후 연구에 대한 시사점을 제안하였다.
This study was performed to explore the effects of social exclusion and facial expression on consumer responses to public service advertisement. Participants were primed with social exclusion(social inclusion) and evaluated public service advertisement which includes recipient’s facial . Results indicate that social exclusion group showed nonsignificant difference in attitude toward the ad, attitude toward the public organization and donate behavior between duchenne smile and sad face conditions. However, social inclusion group reported more positive attitude toward the ad and attitude toward the public organization in sad face condition than in the duchenne smile condition. Finding show that in public service advertisement context, reconnection motivation of social exclusion may lead to diminishing effect in facial expression. Future research and implications of this study in social exclusion and recipient’s facial expression are discussed.
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