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  

The Right/Wrong Judgment from the View of Public Morality: The Moderator of the Positive and Negative Incentive Effects in Public Service Communication

作　　者：李伟娟[1] 林升栋[1] 农婷[1] 黄合水[1] 陈瑞[1] 

机构地区：[1]厦门大学新闻传播学院,厦门361005

出　　处：《心理科学》2017年第5期1202-1207,共6页Journal of Psychological Science

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

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。Public Service Communication is the activity aimed to promote the public-interest actions based on the interests of whole society. In the field of organizational behaviors, incentive strategies include positive incentives and negative incentives. It was found that positive incentives could strengthen correct behaviors, while the negative incentives worked in avoiding wrong behaviors. This paper aimed to explore whether such positive/ negative incentives can work in the domain of public service communication. The prerequisite of the above proposal is the judgement about wasting. It was argued that it would be judged as wrong if the wasted resource was free, but it would be judged as not wrong if the wasted was paid. A university offered perfect conditions of conducting field experiments to test the proposal as its students use water for free but need to pay for the electricity in their dormitories. The paper first designed two field experiments to test the above assumptions. Experiment 1 was about water saving. The water is free in the university. It included 3 groups. In the positive incentive group the slogan of＂saving water is great＂ was posted in the bathrooms of all dormitories, while in the negative incentive group, the posted slogan was ＂wasting water is not cool!＂ In the control group, no slogan was posted. The results showed, compared with the control group, the positive incentive slogan did not significantly decrease the amount of water usage （p = .239）, but the negative incentive slogan did decrease the amount of water usage significantly （p = .048）. Experiment 2 was about electricity saving. Students need to pay for the usage of electricity in the university. The experiment design and procedure are similar to experiment 1. The positive （negative） incentive slogans were posted under the electricity meter outside of the dormitories. No slogan was posted in the control group. The data of electricity consumption were recorded during the past 6 months. There was significant difference �

关 键 词：公益传播 正面标语 负面标语 错 / 对 

分 类 号：B848[哲学宗教—心理学]