基于公益广告调节作用的自我建构对亲社会行为的影响研究  

Explaining the Effect of Self-construction on Prosocial Behavior Basedon the Moderation Effect of Public Service Advertising

作　　者：戴纯子 侯丽敏[1] 节辉 DAI Chunzi;HOU Limin(School of Business,East China University of Science and Technology,Shanghai 200237,China)

机构地区：[1]华东理工大学商学院,上海200237

出　　处：《上海管理科学》2022年第1期55-59,共5页Shanghai Management Science

基　　金：国家级创新训练项目“自我建构对亲社会行为的影响研究—公益广告呼吁类型的调节作用”(202110251082)。

摘　　要：研究基于情感适用和自我建构理论的基础上,一方面探讨了共情能力与亲社会行为中体现出不同自我建构个体间的差异;另一方面探讨了不同公益广告呼吁类型对不同个体说服效果的差异。结果显示,在共情能力上互依自我比独立自我更有优势,且互依自我会体现出更强的亲社会行为;共情在自我建构对亲社会行为的影响中起中介作用;强调公共性的公益广告比强调能动性的公益广告,更有利于互依自我共情的激发。研究同时丰富了对公益广告说服机制的实证研究。Using emotion application theory and self-construal theory as indicators of individual segmentation,this paper explores the differences in empathy and pro-social behavior among individuals with different self-construal on the one hand,and the differences in the persuasive effects of different PSA(Public Service advertising)appeals on different individuals on the other.Studies have found that interdependent self-construal are more empathic than independent self-construal and exhibit more pro-social behaviors;The role of self-construction on pro-social behavior needs to be realized through empathy;PSAs that emphasize publicness are more conducive to the stimulation of individual empathy for interdependent self-construal than PSAs that emphasize dynamism.The research in this paper breaks through the existing paradigm of qualitative research in the field of PSAs and enriches the empirical research on the persuasion mechanism of PSAs.

关 键 词：自我建构 公益广告 共情 亲社会行为 

分 类 号：F713.8[经济管理—广告]