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The objective of this study is to find out whether policy acceptance(attitude formation and intention of action) is affected by the message appeals(rational vs. emotional) when policy PR messages emphasize prosociality, and by various factors such as trust in government, involvement, and demographic factors as moderating variables. Although message appeals does not show any difference by itself, interaction effect is observed between trust in government and message appeals; the rational appeal is more effective to those with low trust in government while the emotional appeal is more effective to those with high trust. No other interaction effect is founded but involvement, gender, and age group show important main effect in policy acceptance; high-involvement group and female group are more favorable in attitude toward prosocial policy and behavior intention compare to the each of counterparts, whereas older group is more favorable in behavior intention. ■ keyword :∣Public Relations∣Policy Acceptance∣Prosociality∣Message Appeals∣Trust in Government|Involvement∣ *   1   .  : 2015 10 19  : 2016 03 14  : 2016 03 24  : , e-mail : hjkm@yonsei.ac.kr  '16 Vol. 16 No. 4 706

The Effects of Prosocial PR Appeals on Policy Acceptance: a case of Environmental Policy