情感、动机与捐赠意向:基于情感适应理论的公益广告效果研究  

The Effect of Public Service Announcement Ads on Donation Intention:An Emotion Adaptation Perspective

作　　者：蒋晶[1,2] 

机构地区：[1]中国人民大学商学院 [2]中国人民大学商学院MBA项目中心

出　　处：《国际新闻界》2014年第4期109-122,共14页Chinese Journal of Journalism & Communication

基　　金：国家社会科学基金青年项目(编号:08CJY007)资助~~

摘　　要：本研究旨在探索公益广告对社会大众捐赠心理的提醒与引导作用。基于情感适应理论,本研究通过两个实验研究了感性诉求公益广告所引发的受众情感变化及其对后续捐赠动机和意向的影响。研究结果显示,正面和负面感性诉求公益广告会分别引发正面和负面情感,负正结合广告诉求引发低负面情感;与正面情感相比,负面情感会激发更高的捐赠意愿,但是相比于高负面情感,低负面情感下的受众会产生更高的捐赠意向。此外,本研究还发现不论情感类型,情感对捐赠意向的影响都是通过中介变量动机完成的,其中负面情感下的受众易于产生利他动机;但是随着负面情感的加深,受众会倾向于产生利己动机。This study explores how emotional appeals-based public service announcements （PSAs） intrigue people＇ emotions and how these emotions affect their subsequent motivation and donation intentions. Results show that PSAs of positive appeals induce positive emotions, whereas PSAs of negative appeals and of a combination of negative and positive appeals elicit negative emotions. However, the latter tends to be less than the former one. Further experimental results reveal that negative emotions affect the subsequent donation intentions via the mediator motivation, however, in different ways. Subjects who under negative emotions tend to be trigued altruisitic motivation, however, when the level of negative emotions raise, egostic motivation would be induced because subjects need it to relieve the distress brought by the too intensed negative appeals.

关 键 词：公益广告 情感 动机 捐赠意向 感性诉求 

分 类 号：C912.6[经济管理] F713.8[社会学]