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대의마케팅에서 휴먼관심프레이밍이 소비자의 구매의도에 미치는 영향 : 부정적 감정과 감정이입 효과를 중심으로
The Effect of Human Interest Framing in Cause Related Marketing (CRM) on a Consumer’s Purchase Intention Mediated by Negative Emotions and Empathy
- 조승호;
- Lim, Jun-Sang
초록
This study examined the effect of message framing in CRM (Cause Related Marketing)ad on a consumer’s emotion to the needy, and how his/her emotion is associated with purchase intention to buy a product engaged in social cause. The experiment manipulated human interest framing as low and high in CRM ads. The result showed the subsequent path model how a consumer negative emotion driven by human interest framing was connected to purchase intention through empathy.
키워드
대의마케팅 • Hunman Interest Framing • 부정적 감정 • 감정이입 • 구매의도; Cause Related Marketing (CRM) • Human Interest Framing • Negative Emotions • Empathy • Purchase Intention
- 제목
- 대의마케팅에서 휴먼관심프레이밍이 소비자의 구매의도에 미치는 영향 : 부정적 감정과 감정이입 효과를 중심으로
- 제목 (타언어)
- The Effect of Human Interest Framing in Cause Related Marketing (CRM) on a Consumer’s Purchase Intention Mediated by Negative Emotions and Empathy
- 저자
- 조승호; Lim, Jun-Sang
- 발행일
- 2011-04
- 저널명
- 한국광고홍보학보
- 권
- 13
- 호
- 2
- 페이지
- 254 ~ 277