Earticle

초록

영어

There are various researchers who studied the relationship between seasons and feelings. However, only a few did shed light on how these two variables affect decision-making and physical behaviors especially prosocial behavior which emphasize on the benefits of other people and/or society as a whole. Due to a lack of studies on the topic, we investigated whether the combination of seasons and message framing could be useful in eliciting intention to help on an environmental issue. A 3x2 experiment examined the interactions between seasonal mood (summer, winter, controlled) and types of message framing (gain, loss) on future helping intention (volunteer, donation, petition signing). The findings suggest that in normal circumstances where seasonal mood were not applied, gain message framing was more effective in promoting higher intention to sign a petition than loss message framing. However, when thinking of winter, loss message framing has greater ability to do so than gain message framing. Moreover, seasons and mood are found to be associated with a higher positive mood in summer and a negative mood in winter. Lastly, limitations and implications are discussed.

목차

Abstract
1. INTRODUCTION
2. LITERATURE REVIEW
2.1 Seasonal Mood and Helping Behaviors
2.2 Grounded Cognition
2.3 Mood, Message Framing and Intention to Help
3. METHODOLOGY
3.1 Pre-test
3.2 Main Study
4. RESULTS
4.1 Pre-test
4.2 Main Study
5. DISCUSSION
6. CONCLUSION
REFERENCES

키워드

저자

• Piyatida Samartkijkul [ School of Communication & Media, Ewha Womans University, Korea ]
• Seung-Chul Yoo [ School of Communication & Media, Ewha Womans University, Korea ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  The International Journal of Advanced Smart Convergence

• 간기

  계간

• pISSN

  2288-2847

• eISSN

  2288-2855

• 수록기간

  2012~2025

• 십진분류

  KDC 326 DDC 380