威胁诉求广告的效果——信息框架和关系规范的交互影响
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- 英文论文题名：Threat Appeals in Public Service Announcements:the Effects of Message Frame and Relationship Norms
- 论文作者：王霏 ; 王翔 ; 汪祚军
- 英文论文作者：Fei Wang ; Xiang Wang ; Zuojun Wang ; School of Journalism and communication ; Xiamen University ; Departments of Psychology ; Ningbo University
- 年：2015
- 作者机构：厦门大学新闻传播学院;宁波大学心理学系暨研究所;
- 论文关键词：威胁诉求 ; 信息框架 ; 关系规范 ; 眼动 ; 情绪
- 英文论文关键词：Threat Appeals ; Message Frame ; Relationship Norms ; Eye-tracking ; Emotion
- 会议召开时间：2015-10-16
- 会议录名称：第十八届全国心理学学术会议摘要集——心理学与社会发展
- 英文会议录名称：Proceedings of the 18th National Academic Congress of Psychology
- 语种：中文
- 分类号：B842
- 学会代码：ZGXG
- 会议名称：第十八届全国心理学学术会议
- 会议地点：中国天津
- 主办单位：中国心理学会
- 学会名称：中国心理学会
- 页数：1
- 文件大小：747k
- 原文格式：D
- 会议级别：全国
摘要
威胁诉求是公益广告中常用的说服技巧。威胁诉求与恐惧诉求在研究中通常被当作同一概念使用,但威胁信息并不必然引发恐惧,这取决于受威胁的对象(自我,他人)以及关系规范的突出性(共同关系,交易关系)。实验一探讨了不同信息框架下(威胁指向自己,威胁指向他人)所诱发的情绪差异,威胁指向自己时更多恐惧情绪,而指向他人时更多羞愧和内疚;实验二通过启动了关系规范,进一步验证了广告所处背景影响了受众情绪反应。在两个实验中,眼动追踪反映了受众对广告画面的注意和加工也受到了信息框架会关系规范的影响。我们还讨论了该研究发现对威胁诉求公益广告的理论和现实意义。
Threat appeals are used commonly as a persuasion technique in public service announcements. Threat appeals and fear appeals are used interchangeably in the literature. However, the threatening message do not evoke fear necessarily, it depends on message frame(threat target on self or others) and salience of relationship norms(communal or exchange). How message frame evoke different emotions were explored in experiment 1, the results showed that fear was evoked when threat target on the recipient himself, but shame and guilt were evoked when threat target on the other; how the context impact the recipient's emotion were explore in experiment 2 by priming the relationship norms. Eye-tracking technology was used in both experiments to reflect the recipient's attention and information processing to the graphic imagery of PSAs. The theoretical and practical implication for the threat appeals in PSAs was discussed.
Threat appeals are used commonly as a persuasion technique in public service announcements. Threat appeals and fear appeals are used interchangeably in the literature. However, the threatening message do not evoke fear necessarily, it depends on message frame(threat target on self or others) and salience of relationship norms(communal or exchange). How message frame evoke different emotions were explored in experiment 1, the results showed that fear was evoked when threat target on the recipient himself, but shame and guilt were evoked when threat target on the other; how the context impact the recipient's emotion were explore in experiment 2 by priming the relationship norms. Eye-tracking technology was used in both experiments to reflect the recipient's attention and information processing to the graphic imagery of PSAs. The theoretical and practical implication for the threat appeals in PSAs was discussed.
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