發(fā)布時(shí)間：2019-03-19 08:05

【摘要】：近年來(lái),在我們的生活中不文明的現(xiàn)象時(shí)有發(fā)生。親社會(huì)行為廣告作為引導(dǎo)社會(huì)受眾行為的工具雖然在數(shù)量上增長(zhǎng)很快,卻沒(méi)能發(fā)揮其應(yīng)有的作用�，F(xiàn)有研究對(duì)親社會(huì)行為廣告效果的研究也尚不足�；诖�,本文主要研究針對(duì)不同調(diào)節(jié)聚焦人群,不同的廣告信息框架與信息目標(biāo)的組合策略對(duì)受眾的親社會(huì)行為意向的效果影響,以及如何利用上述研究結(jié)果指導(dǎo)我國(guó)社會(huì)行為引導(dǎo)型廣告的創(chuàng)作與發(fā)布。本文共包括三個(gè)研究。研究一主要探究了不同調(diào)節(jié)聚焦類型的個(gè)體對(duì)自己和他人的關(guān)注偏好差異。研究二從廣告內(nèi)容的信息框架和信息目標(biāo)的特征以及廣告受眾的調(diào)節(jié)聚焦心理特征兩個(gè)方面出發(fā),研究不同信息框架和信息目標(biāo)的親社會(huì)行為廣告信息對(duì)不同調(diào)節(jié)聚焦個(gè)體的親社會(huì)行為的影響。研究三引入個(gè)人規(guī)范變量分析了其對(duì)不同信息策略與行為意愿的中介作用。探索了影響親社會(huì)行為廣告效果的內(nèi)在機(jī)制,如何更能打動(dòng)乘客為老人讓座,為更有效有針對(duì)性地進(jìn)行親社會(huì)行為的廣告引導(dǎo)提供了參考依據(jù)。本研究發(fā)現(xiàn)對(duì)于促進(jìn)聚焦的個(gè)體, 他人-獲得‖信息策略和 自己-獲得‖信息策略都能促使其做出親社會(huì)行為;而對(duì)于防御聚焦的個(gè)體, 他人-損失‖信息策略比 自己-損失‖信息策略更能促使其做出親社會(huì)行為。本文的貢獻(xiàn)主要體現(xiàn)在基于調(diào)節(jié)聚焦理論,從心理動(dòng)機(jī)的視角對(duì)人群進(jìn)行細(xì)分,彌補(bǔ)了此前公益廣告領(lǐng)域?qū)κ鼙娍疾斓牟蛔�。同時(shí)引入了信息框架和信息目標(biāo)變量,深化了調(diào)節(jié)匹配領(lǐng)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.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.8

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