earticle

영어

The purpose of this study is to verify the effects of a hospitable public service advertisement’s emotion and emotional responses on the attitude toward the advertisement and behavioral intention and provide foundational data to promote hospitable public service advertisements effectively afterwards. According to the results of positive analysis, ‘value’, ‘necessity’, and ‘favorable impression’ among the feelings of a receiver toward a hospitable public service advertisement indicated positive effects on the attitude toward the advertisement and behavioral intention. A audience’s multi-dimensional emotional responses (positive empathy, sympathy, negative empathy) toward the hospitable public service advertisement hardly showed any effects on the attitude toward the advertisement. Among the audience’s multi-dimensional emotional responses toward the hospitable public service advertisement, ‘negative empathy’ indicated negative effects on behavioral intention whereas ‘positive sympathy’ exerted positive effects. This study has made a chance for discussion to apply the concepts of emotion and multi-dimensional emotional responses to the hospitable public service advertisement and measure the effects from the aspects of marketing for the first time. It is expected that positive research on multi-dimensional emotional responses will be conducted more actively afterwards so that it can contribute to the successful promotion of hospitable public service advertisement.