In this research, we are going to explore the effect of processing fluency and different types of appeal on consumer’s prosocial intention. There are contradictory findings regarding the effects of processing fluency whether easy to process fluency (EPF) or difficult to process fluency (DPF) is more efficient to lead prosocial behavior (Reber, Schwarz, & Winkielman, 2004). However, we predict that different appeals based on egoistic or altruistic motives may influence people’s perceptions of processing fluency. In particular, if a primed appeal concerns egoistic motives, effort to reach the selfish appeal could not be reflected as honorable for themselves (Zhang, Xu, Jiang, & Huang, 2010). As a result, we predict that such perceived disgraceful efforts will increase unpleasant emotional states such as guilt, which arises when experiencing possible objections to their actions or intentions (Peloza, White, & Shang, 2013). Thus, we hypothesized and found that in study 1, people primed with self-benefiting appeals considered a difficult to process campaign to be less favorable than an easy to process campaign. Self-benefiting appeals increased a sense of guilt when people are in a DPF condition compared to an EPF condition. Finally, in study 2, the demonstrated effect from study 1 was explained with underlying mechanism as a sense of guilt. In conclusion, this study has theoretical implications in discovering the relationship between processing fluency and different types of appeal. When the appeal is considered disgraceful from egoistic motives, putting extra efforts into DPF campaigns is considered unjustifiable through increasing guilty feelings. This effect causes unfavorable attitudes toward DPF campaigns and decreases prosocial behavior. As a result, our findings provide insights for marketers by suggesting effective strategies for designing prosocial campaigns.

이 연구의 목적은 이승우 소설에 지속적으로 나타나는 탈향 모티프의 양상과 그 내면에 자리한 죄의식의 상관성을 살펴보는 것에 있다. 한국 문단의 중견작 가로 그 위상을 굳건히 하고 있는 이승우는 비교적 초기부터 고향을 서사의 중 심에 둔 창작을 이어오고 있다. 다만 그의 소설에 표상된 고향이 그리움의 대상 이라든가, 회귀의 대상으로 그려지지 않았다는 점에서 특이성을 지닌다. 오히려 고향으로부터 의도적으로 벗어나려는 탈주의 본능, 더 나아가 고향 자체를 부정 하려는 의도적이며 과장된 행위의 표출이 두드러진다는 점에서 여타의 작가들 과 구별된다. 아울러 이토록 고향을 불편하게 인식하면서도 긴 작가 생활 내내 고향에 대해 이야기하기를 멈추지 않고 있다는 점도 관심의 대상이다. 이런 까 닭에 이승우의 문학에 있어서 고향이 갖는 의미를 규명하는 일은 그의 소설을 이해하는 매우 중요한 출발점이 될 것이다. 또한 이승우 소설에서 문제 삼고 있 는 탈향의 이면에는 주인공 개개인의 잠재된 죄의식이 중요하다. 이승우 문학의 원형질이라 해도 무방한 죄의식, 혹은 자책감이 탈향 모티프를 표상하고 있는 그의 작품들에 어떻게 기능하고 있는지를, 그리고 이러한 죄의식이 그의 기독교적 세계관과는 어떻게 연관되어 있는지를 살펴보는 것은 중요하다.

Paik, Kyungsook. 2014. “They make me feel guilty”: An analysis of some pragmatic effects of Korean college students’ e-mail messages in English about their grades. The Sociolinguistic Journal of Korea 22(3). This study investigates some pragmatic effects of Korean college students’ e-mail letters about their grades sent to English speaking professors. The pragmatic effects of 51 naturally occurring e-mail messages were evaluated by 4 native professors of English from the U.S. and New Zealand. The results show that Korean students at their intermediate proficiency level in English were found to be not very successful in writing e-mails inquiring about their grades. Their inappropriate pragmatic behaviors include structural informality of the letters, illegitimate goal of the letters, rude or not specific enough requests, some irrelevant or inefficient supportive moves and casual languages and symbols. Based on the students’ pragmatic failures in their messages, some relevant pragmatic norms of the native English professors were identified first, which were then compared to some Australian students’ linguistic behaviors in the same speech event to elicit the common core of the pragmatic rules of native speakers of English. Some additional interviews with the native evaluators were also carried out to clarify their baseline norms regarding some controversial aspects of the messages and to acquire some ethnographic information about their relationship with the students as well as other off-line interactions and practices in their academic community. This study finally discusses some implications of the results from the perspectives of applied linguistics and intercultural rhetoric.