社会公德角度的对错判断:公益传播中正负激励效果的调节变量

发布时间：2018-06-25 12:30

  本文选题：公益传播 + 正面标语　； 参考：《心理科学》2017年05期

【摘要】：本文提出社会公德角度对于浪费的对错认知可能是正负面标语发挥作用的重要调节变量。本文首先基于某高校宿舍用水免费和用电付费的情况开展现场实验,在浪费"免费水"的现场实验中,负面标语比正面标语更有效地节约了用水量;浪费"付费电"的现场实验显示正面标语比负面标语效果更好。之后以食物消费假想情景实验,进一步验证了从"社会公德角度的对错判断"是正负激励效果的调节变量。
[Abstract]:This paper suggests that the right and wrong cognition of waste from social morality perspective may be an important regulating variable of positive and negative slogans. Firstly, based on the situation of free water and electricity payment in a college dormitory, the negative slogan can save water more effectively than the positive slogan in the field experiment of wasting "free water". Field experiments that waste paid electricity show that positive slogans work better than negative ones. Then, by using the food consumption scenario experiment, it is further proved that "right and wrong judgment from the angle of social morality" is the regulating variable of positive and negative incentive effect.
【作者单位】： 厦门大学新闻传播学院;
【基金】：国家自然科学基金项目“东西方不同文化思维方式对广告说服的影响:一个自下而上的脉络建构与验证”(71372076)的资助
【分类号】：B848
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本文编号：2065932