환경보전 캠페인의 공포소구 효과에 관한 연구 - 효익 비용 모형 접근

Abstract

This interdisciplinary study is to investigate the effects of fear appeal to behavioral intention. Benefit Cost Model(BCM) is developed to overcome limitations of other models. BCM was empirically tested under the situation of environment conservation by "food garbage reduction campaign" The results supported the BCM: the higher the threat, the more fear is developed: the higher the fear, the higher coping response behavior intention is developed: the effects of fear to coping behavior is moderated by the evaluation of benefits and costs of the behavior.