공포소구에서 공포와 위협, 효능감의 관계:담뱃갑 경고그림을 중심으로 = Fear, perceived threat and perceived efficacy in the fear appeal:in the context of cigarette graphic warning

다국어 초록 (Multilingual Abstract)

Previous studies on cigarette graphic warnings found that fear mediates the effect of warnings for nonsmoking. However, very few things are known about the relations between fear and other individual or situational factors. This study tried investigate the role of fear, perceived threat, and perceived efficacy, which are the main factors of extended parallel process model (EPPM), on the effect of cigarette graphic warning. 312 smokers in their 20s to 30s (female 159, male 153) were randomly exposed to one of three cigarette package images(text warning vs. low graphic warning vs. high graphic warning) and reported their perceived threat, perceived efficacy, fear and desire to quit smoking. The results showed the significant moderated mediation. Fear mediated the relation between the graphicness of warnings and the desire to quit. Moreover, perceived threat moderated the relation between the grarphicness of warning and fear and perceived efficacy moderated the relation between fear and desire to quit smoking. This results contributed to better understanding of the psychological mechanism of the effect of cigarette graphic warning and identification of the role of fear, which previous EPPM research did not address.

국문 초록 (Abstract)

담뱃갑 경고그림에 관한 선행연구들은 담뱃갑 경고그림의 효과가 주로 공포에 의해 매개된다는 점을 밝혀왔다. 그러나 이 공포가 다른 개인적, 상황적 요인들과 어떤 관계를 맺는지에 관해서는 아직 알려진 것이 많지 않다. 본 연구는 공포소구 이론의 대표적 이론 중 하나인 확장된 병행과정모델(EPPM)의 핵심 변인인 공포와 지각된 위협, 지각된 효능감이 담뱃갑 경고그림의 효과에 미치는 기제(mechanism)를 파악하고자 하였다. 20-30대 흡연자 312명(여자 159명, 남자 153명)에게 3종의 담뱃갑 이미지(현행 경고문구만을 포함 vs. 시각적 생생함이 약한 경고그림 포함한 vs. 시각적 생생함이 강한 경고그림 포함) 중 하나를 제시한 후 공포, 지각된 위협과 지각된 효능감, 금연의도 등을 측정하였다. 분석 결과, 경고그림이 금연의도에 미치는 효과를 공포가 매개하는데 이 때 지각된 위협이 경고그림과 공포의 관계를 조절하고 지각된 효능감이 공포와 금연의도의 관계를 매개하는 조절된 매개 효과가 나타났다. 본 연구의 결과는 담뱃갑 경고그림의 핵심 매개변수인 공포와 공포소구 메시지의 효과를 결정하는 다른 요인들의 관계를 밝힘으로써 담뱃갑 경고그림 효과의 심리적 기제(mechanism)에 대한 이해를 더욱 확대하였다. 또한 선행 EPPM들의 연구에서 공백으로 남아있던 공포의 역할을 밝히는 데 시사점을 제공하였다.

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