목차

목 차
Ⅰ. 서론······································································································1
Ⅱ. 이론적 배경···························································································3
1. 스토리텔링···························································································3
1) 스토리텔링의 개념··············································································3
2) 스토리텔링 소구유형과 설득효과···························································5
2. 해석수준이론························································································7
1) 해석수준이론의 개념···········································································7
2) 해석수준이론과 메시지 유형·······························································10
Ⅲ. 연구가설······························································································12
Ⅳ. 연구방법······························································································15
1. 실험설계·····························································································15
2. 사전조사·····························································································15
3. 실험물 제작························································································17
4. 본조사································································································19
5. 변인의 측정························································································19
1) 독립변인···························································································19
2) 종속변인···························································································20
Ⅴ. 연구결과······························································································22
1. 측정변인의 신뢰도 검증 및 조작점검······················································22
2. 가설검증·····························································································23
1) <가설1>의 검증················································································23
2) <가설2>의 검증················································································23
(1) 시간적 거리감에 따른 효과차이 검증················································23
(2) 사회적 거리감에 따른 효과차이 검증················································30
3) 관여도에 따른 차이 검증···································································37
(1) 저관여 상황··················································································37
(2) 고관여 상황··················································································42
Ⅵ. 결론 및 논의························································································49
1. 연구결과 요약 및 시사점······································································49
2. 연구의 한계 및 향후 연구방향·······························································50
Ⅶ. 참고문헌······························································································52
<부록>······································································································57
Abstract···································································································63