本文選題：情感訴求　切入點：目標(biāo)框架效應(yīng)　出處：《云南師范大學(xué)》2017年碩士論文

【摘要】：慈善捐助行為作為典型的利他行為,對社會經(jīng)濟(jì)快速發(fā)展中所帶來的人際信任危機(jī)、人際冷漠怪現(xiàn)象改善有重要的作用。作出捐贈決策受到眾多因素的影響,其中公益廣告擁有其非盈利性、觀念性、廣泛性等獨特優(yōu)勢,在揭露社會問題、傳播與人為善觀念,提高公民道德素質(zhì)等方面有不可忽視的作用。自1986年公益廣告進(jìn)入我國,眾多學(xué)者對其進(jìn)行了研究,主要集中在新聞學(xué)、社會學(xué)等方面的質(zhì)性理論研究。因此,從心理學(xué)角度,關(guān)注公益廣告情感訴求、目標(biāo)框架效應(yīng)以及自我效能感對捐助行為影響是很有意義的。本研究通過三個研究設(shè)計驗證其假設(shè),研究一通過單因素被試間設(shè)計,探討了正負(fù)性情緒訴求對捐助行為意向的影響,研究二通過2×2被試間實驗設(shè)計,探討了不同喚醒度的負(fù)性情緒訴求與自我效能感對捐助行為意向的影響,研究三通過2×2被試間實驗設(shè)計,探討了平面公益廣告文字表征目標(biāo)框架效應(yīng)與自我效能感對捐助行為意向的影響。本研究主要結(jié)論如下:(1)與正性情緒訴求相比,負(fù)性情緒訴求下受眾有更多的捐助行為意向。(2)正負(fù)性情緒訴求下,捐助行為意向存在男女性別差異,女生有更多的捐助行為意向。(3)高低自我效能感受眾在高負(fù)性或低負(fù)性條件下捐助行為意向差異顯著,高自我效能被試比低自我效能感被試有更高的捐助行為意向。(4)目標(biāo)框架效應(yīng)對受眾捐助行為意向影響顯著。(5)高自我效能感受眾在目標(biāo)框架效應(yīng)上捐助意向差異顯著,獲益框架條件下的高自我效能感受眾比損失框架效應(yīng)下的受眾有更多的捐助行為意向。(6)在獲得框架條件下,高低自我效能感受眾捐助意向差異顯著,高自我效能感受眾有更多的捐助行為意向。
[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.
【學(xué)位授予單位】：云南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：B842.6

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