慈善公益广告情感诉求与目标框架效应对捐助行为意向影响研究

发布时间：2018-04-08 20:33

本文选题：情感诉求　切入点：目标框架效应　出处：《云南师范大学》2017年硕士论文

【摘要】：慈善捐助行为作为典型的利他行为,对社会经济快速发展中所带来的人际信任危机、人际冷漠怪现象改善有重要的作用。作出捐赠决策受到众多因素的影响,其中公益广告拥有其非盈利性、观念性、广泛性等独特优势,在揭露社会问题、传播与人为善观念,提高公民道德素质等方面有不可忽视的作用。自1986年公益广告进入我国,众多学者对其进行了研究,主要集中在新闻学、社会学等方面的质性理论研究。因此,从心理学角度,关注公益广告情感诉求、目标框架效应以及自我效能感对捐助行为影响是很有意义的。本研究通过三个研究设计验证其假设,研究一通过单因素被试间设计,探讨了正负性情绪诉求对捐助行为意向的影响,研究二通过2×2被试间实验设计,探讨了不同唤醒度的负性情绪诉求与自我效能感对捐助行为意向的影响,研究三通过2×2被试间实验设计,探讨了平面公益广告文字表征目标框架效应与自我效能感对捐助行为意向的影响。本研究主要结论如下:(1)与正性情绪诉求相比,负性情绪诉求下受众有更多的捐助行为意向。(2)正负性情绪诉求下,捐助行为意向存在男女性别差异,女生有更多的捐助行为意向。(3)高低自我效能感受众在高负性或低负性条件下捐助行为意向差异显著,高自我效能被试比低自我效能感被试有更高的捐助行为意向。(4)目标框架效应对受众捐助行为意向影响显著。(5)高自我效能感受众在目标框架效应上捐助意向差异显著,获益框架条件下的高自我效能感受众比损失框架效应下的受众有更多的捐助行为意向。(6)在获得框架条件下,高低自我效能感受众捐助意向差异显著,高自我效能感受众有更多的捐助行为意向。
[Abstract]:Charity donation, as a typical altruistic behavior, plays an important role in the improvement of interpersonal trust crisis and interpersonal apathy phenomenon brought by the rapid development of social economy.The decision to make donations is influenced by many factors. Among them, public service advertising has its unique advantages of non-profit, idealistic and extensive in exposing social problems and spreading the idea of being kind to others.Improving the moral quality of citizens and other aspects can not be ignored.Since the public service advertisement entered our country in 1986, many scholars have studied it, mainly focusing on the qualitative theory of journalism, sociology and so on.Therefore, from the psychological point of view, it is meaningful to pay attention to the emotional appeal of public service advertising, the effect of goal frame and self-efficacy on donor behavior.In this study, the hypothesis was verified by three research designs. First, the influence of positive and negative emotional appeal on the intention of donating behavior was discussed through the design of single factor subjects, and the experiment design of 2 脳 2 subjects was adopted in the second study.The effects of negative emotional appeal and self-efficacy of different arousal degrees on the intention of donating behavior were discussed.This paper probes into the effects of target frame effect and self-efficacy on the intention of donation behavior in print public service advertisement.The main conclusions of this study are as follows: (1) compared with positive emotional appeal, the audience with negative emotional appeal has more intention of donating behavior.Female students had more intention of donating behavior. 3) there were significant differences in the intention of donating behavior under the condition of high negative or low negative.High self-efficacy subjects had higher donor behavior intention than those with low self-efficacy.) the goal frame effect had significant influence on the audience's donor behavior intention. 5) the high self-efficacy receptive group had significant difference in the goal frame effect.Under the condition of benefit framework, the audience with high self-efficacy perception had more intention of donating behavior than the audience under the loss frame effect. (6) under the condition of obtaining the framework, the difference of donor intention between high and low self-efficacy recipients was significant.The high self-efficacy perceives the crowd to have the more donating behavior intention.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B842.6

【参考文献】