乐观偏差、调节定向对男性青年戒烟广告的影响

发布时间：2018-05-13 18:59

本文选题：吸烟原因 + 乐观偏差　；参考：《云南师范大学》2011年硕士论文

【摘要】：研究者普遍认为，烟草依赖(tobacco dependence)是个人在现实生活环境中由于长期暴露于精神活性物质即尼古丁而形成的行为障碍。实际上，吸食烟草受药理、心理和环境因素的交互作用影响。近年来，从认知角度对吸烟动机的研究有了新的趋势，即调节定向理论。该理论的出现，使得吸烟原因和动机的调查更具有应用价值，该理论倾向于关注与个体调节定向相匹配的认知特性，这使得探求与个体调节定向相匹配的禁烟广告成为禁烟运动的研究热点。本研究基于调节定向理论设计了一组问卷调查和一组实验调查，探讨中国男性吸烟的原因和戒烟困难的原因，并初步探索了与不同调节定向者相匹配的广告，以图为我国开展禁烟活动，并创建新型的禁烟广告提供参考。研究分为两个部分。研究一，自编吸烟原因问卷的社会需要维度、吸烟者的觉察控制问卷，探究男性吸烟者吸烟原因，觉察控制与吸烟原因的关系和吸烟者的乐观偏差。研究二，采用实验法，考察调节定向与不同广告材料对吸烟者的说服效果的影响，并探讨了乐观偏差在广告说服中所起的作用。研究获得以下结论： 1、社会需要是中国青年吸烟的原因之一。 2、中国青年吸烟原因排列依次是：镇静、享乐、社会需要、刺激、辅助量表、自动、瘾、口手活动、心理意向。 3、觉察控制和乐观偏差，都是戒烟困难的原因。 4、当广告信息与吸烟者的特质性调节定向相匹配时，被试更愿意改变吸烟观念。 5、在阅读广告时，乐观偏差影响吸烟者的情绪激发、吸烟观念的改变和行为意图。
[Abstract]:Researchers generally believe that tobacco dependence is a behavioral disorder caused by long-term exposure to the psychoactive substance nicotine in the real life environment. In fact, tobacco smoking is affected by the interaction of pharmacological, psychological and environmental factors. In recent years, there has been a new trend in the study of smoking motivation from the perspective of cognition, that is, the theory of regulating orientation. The emergence of this theory makes the investigation of smoking cause and motivation more valuable. The theory tends to focus on cognitive characteristics that match individual regulation orientation. This makes the search for a match between individual orientation and non-smoking advertising has become a research focus of anti-smoking movement. Based on the theory of regulation orientation, this study designed a group of questionnaires and a group of experimental surveys to explore the causes of smoking in Chinese men and the reasons for the difficulty of quitting smoking. In order to carry out anti-smoking activities in China, and create new anti-smoking advertising to provide a reference. The study is divided into two parts. The first part is the social need dimension of the self-designed questionnaire on smoking reasons, the questionnaire on perceived control of smokers, to explore the reasons for smoking in male smokers, the relationship between perceived control and smoking reasons, and the optimistic bias of smokers. The second is to investigate the effect of adjusting orientation and different advertising materials on the persuasion effect of smokers by using the experimental method, and to explore the role of optimistic deviation in the persuasion of advertisements. The study draws the following conclusions: 1. Social needs are one of the reasons why Chinese young people smoke. 2. The causes of smoking in Chinese youth were sedation, enjoyment, social need, stimulation, auxiliary scale, automatic, addiction, mouth and hand movement, and psychological intention. 3. Perceptual control and optimistic bias are the reasons for the difficulty in quitting smoking. 4. When the advertising information was matched with the orientation of the smoker's trait regulation, the subjects were more willing to change the smoking concept. 5. In reading advertisements, optimistic bias affects smokers' emotional arousal, change of smoking concept and behavioral 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】：2011
【分类号】：B844.2;D669;R193

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