종교적 설득 메시지의 수용과 처리 과정에 관한 연구: 메시지 내용과 정보원 유형의 영향을 중심으로

초록

Based on the assumption that attitude change toward religion is different from the persuasion process in general communication, we examined differences in persuasive effectiveness based on message processing pathways, message content, type of informant, and personal personality factors. A total of 789 questionnaires were analyzed in four groups, including personal and social message groups, lay and expert informant groups, and the results showed that attitudinal change was greater through peripheral processing than through central processing. In terms of message content, attitude change was greater for personal messages than for social messages overall, and in terms of source type, expert informants produced greater attitude change than lay informants. However, lay sources also had a significant persuasive effect. In terms of personality factors, openness was found to be a significant predictor of attitude change, while emotional instability was found to be unrelated to attitude change. This study is significant in that it expands the academic field of religious communication and provides practical implications for the religious community.

키워드