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The Message Framing Effect on Visitors’ Environmentally Responsible Behavior: Focus on Regulatory Focus

강영애 1 Choi, Seung-Dam 1

1한양대학교

Accredited

ABSTRACT

This study examines the message framing effects on visitors’ environmentally responsible behavior(ERB) focusing on the regulatory focus. A lot of studies have conducted research on the message framing effects but the results have not been consistent. As the main cause of inconsistency, the individual characteristics of the message recipients have been suggested. This paper investigated the role of the regulatory focus as an individual characteristic on the message framing effects of the visitors’ ERB. Based on relevant theories and literature, this study proposed two hypotheses. To test the hypotheses, a 2 x 2 factorial design was used. Hallasan National Park, a UNESCO World Natural Heritage Site, was selected as an experiment site. Two experiments, using a gain and loss frame, were made. The test was conducted in a laboratory of 402 college students, assuming that they had visited Hallasan National Park. Two-way ANOVA was used to test this study. The results of the tests showed that 2 Hypotheses were generally supported. In this study, the results of the test were interpreted and future research tasks were suggested.

Citation status

* References for papers published after 2022 are currently being built.