公益广告信息框架与信息目标对不同调节聚焦受众的亲社会行为影响研究
发布时间：2019-03-19 08:05
【摘要】：近年来,在我们的生活中不文明的现象时有发生。亲社会行为广告作为引导社会受众行为的工具虽然在数量上增长很快,却没能发挥其应有的作用。现有研究对亲社会行为广告效果的研究也尚不足。基于此,本文主要研究针对不同调节聚焦人群,不同的广告信息框架与信息目标的组合策略对受众的亲社会行为意向的效果影响,以及如何利用上述研究结果指导我国社会行为引导型广告的创作与发布。本文共包括三个研究。研究一主要探究了不同调节聚焦类型的个体对自己和他人的关注偏好差异。研究二从广告内容的信息框架和信息目标的特征以及广告受众的调节聚焦心理特征两个方面出发,研究不同信息框架和信息目标的亲社会行为广告信息对不同调节聚焦个体的亲社会行为的影响。研究三引入个人规范变量分析了其对不同信息策略与行为意愿的中介作用。探索了影响亲社会行为广告效果的内在机制,如何更能打动乘客为老人让座,为更有效有针对性地进行亲社会行为的广告引导提供了参考依据。本研究发现对于促进聚焦的个体, 他人-获得‖信息策略和 自己-获得‖信息策略都能促使其做出亲社会行为;而对于防御聚焦的个体, 他人-损失‖信息策略比 自己-损失‖信息策略更能促使其做出亲社会行为。本文的贡献主要体现在基于调节聚焦理论,从心理动机的视角对人群进行细分,弥补了此前公益广告领域对受众考察的不足。同时引入了信息框架和信息目标变量,深化了调节匹配领域的研究。
[Abstract]:In recent years, uncivilized phenomena have occurred from time to time in our life. As a tool to guide social audience behavior, pro-social behavior advertising has not been able to play its due role although it has grown rapidly in quantity. The existing research on the effect of pro-social behavior advertising is also insufficient. Based on this, this paper mainly studies the effect of the combination strategy of different adjustment focus groups, different advertising information framework and information target on the audience's pro-social behavior intention. And how to use the above research results to guide the creation and publication of social behavior-guided advertising in China. This paper includes three studies. In the first study, we explored the differences in the attention preference of individuals with different types of regulation focusing on themselves and others. The second part starts from two aspects: the information frame of the advertisement content, the characteristics of the information target and the psychological characteristics of the adjustment and focus of the advertising audience. This paper studies the effects of different information frames and information targets on the pro-social behavior of individuals with different regulation and focus. In the third study, we introduce individual normative variables to analyze their mediating effects on different information strategies and behavioral intentions. This paper explores the internal mechanism that affects the advertising effect of pro-social behavior, how to impress passengers to give up seats for the elderly, and provides a reference basis for more effective and targeted advertising guidance of pro-social behavior. This study found that individuals who promote focus, others-access to information strategies and self-acquisition strategies can promote their pro-social behavior; For defensive focused individuals, others-losing information strategies are more likely to promote pro-social behavior than self-loss information strategies. The contribution of this paper is mainly reflected in the adjustment focus theory, from the perspective of psychological motivation to subdivide the crowd, to make up for the lack of public service advertising field of audience inspection. At the same time, the information framework and information target variables are introduced to deepen the research on the regulation of matching.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8
[Abstract]:In recent years, uncivilized phenomena have occurred from time to time in our life. As a tool to guide social audience behavior, pro-social behavior advertising has not been able to play its due role although it has grown rapidly in quantity. The existing research on the effect of pro-social behavior advertising is also insufficient. Based on this, this paper mainly studies the effect of the combination strategy of different adjustment focus groups, different advertising information framework and information target on the audience's pro-social behavior intention. And how to use the above research results to guide the creation and publication of social behavior-guided advertising in China. This paper includes three studies. In the first study, we explored the differences in the attention preference of individuals with different types of regulation focusing on themselves and others. The second part starts from two aspects: the information frame of the advertisement content, the characteristics of the information target and the psychological characteristics of the adjustment and focus of the advertising audience. This paper studies the effects of different information frames and information targets on the pro-social behavior of individuals with different regulation and focus. In the third study, we introduce individual normative variables to analyze their mediating effects on different information strategies and behavioral intentions. This paper explores the internal mechanism that affects the advertising effect of pro-social behavior, how to impress passengers to give up seats for the elderly, and provides a reference basis for more effective and targeted advertising guidance of pro-social behavior. This study found that individuals who promote focus, others-access to information strategies and self-acquisition strategies can promote their pro-social behavior; For defensive focused individuals, others-losing information strategies are more likely to promote pro-social behavior than self-loss information strategies. The contribution of this paper is mainly reflected in the adjustment focus theory, from the perspective of psychological motivation to subdivide the crowd, to make up for the lack of public service advertising field of audience inspection. At the same time, the information framework and information target variables are introduced to deepen the research on the regulation of matching.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8
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