사진이 공중의 인식과 태도, 구매의사결정에 미치는 영향 : 기업의 사회공헌활동 홍보를 중심으로

To test the impact of photos describing corporate prosocial activity, two experiments were conducted with two-week time span. Right after the experiment, photos delineating givers, receivers, or givers and receiver together conditions brought better results to corporate sides in terms of ‘social responsibility’, compared to text only condition. This impact contributed to form positive attitude and purchase intention consecutively. However, two weeks later, the positive impact of photo in ‘social responsibility’ perception was disappeared. As time goes by, the positive perception of experiment participants in terms of social responsibility was significantly decreased and the decreased degrees were different across conditions. In the text only condition, the decreased degree was smaller than other conditions and it made the overall treatment effect be disappeared. Also, in the receiver condition, the decreased degree was greater than other conditions, which implies that participants reduced fundamental attribution errors and finally triggered suspicion toward the profit company’s pure motive. Therefore, public relations practitioners should focus more on text itself to deliver their pure motives than photos which are commonly known as delivering authentic, credible and actual meanings.