의인화된 공공정책 설득 메시지의 효과: 소비자들의 지각된 죄책감의 매개효과를 중심으로

다국어 초록 (Multilingual Abstract)

In this research, we demonstrate that anthropomorphizing a social cause can increase its compliance. Further, we identify that this effect is mediated by increased feelings of anticipatory guilt. Since policy makers often implement different monetary tools such as fines and fees to induce prosocial behavior, we examine the effect of pecuniary information when the social cause is anthropomorphized. Consistent with the notion that paying a fee permits people to contravene prosocial behavior without feeling guilty, we find that an imposition of a fee alleviates anticipatory guilt, causing the effect of anthropomorphism on compliance to disappear. Moreover, we show that the effect of anthropomorphizing on persuasion can even backfire due to reactance from respondents facing financial coercion through the imposition of a fine for non-compliance. This research thus offers unique insights and practical tools for improving compliance to social causes.