碳标签信息框架对普通观众绿色意识的影响——基于事件相关电位技术  

Influence of Carbon Label Information Framework on the Green Consciousness of the General Audience:Based on Event-related Potentials Technology

作　　者：程勇聪 宋红娟 CHENG Yongcong;SONG Hongjuan(School of Tourism,Hainan Tropical Ocean University,Sanya 572022,Hainan,China)

机构地区：[1]海南热带海洋学院旅游学院,海南三亚572022

出　　处：《科技和产业》2024年第17期268-277,共10页Science Technology and Industry

基　　金：海岛旅游资源数据挖掘与监测预警技术文化和旅游部重点实验室项目(KLITRDMM 2024);海南省国际海岛休闲度假旅游研究基地项目。

摘　　要：随着全球气候变化和环境退化问题的日益严峻,绿色意识的提升成为社会关注的焦点。基于事件相关电位(ERP)技术,探讨碳标签对展会普通观众绿色意识的影响及其认知机制。通过对36名招募者的脑电实验,分析带碳标签与不带碳标签的广告对观众碳标签认知度及绿色意识的影响。行为数据显示,带碳标签的广告显著提高了观众对碳标签的认知度,但对绿色意识的影响不显著。脑电数据分析表明,感知失去相较于感知获得在脑电P300成分上诱发了更正的波幅,而带碳标签的广告相较于不带碳标签的广告诱发了更负的FN400成分,但这些差异在统计上不显著。研究表明,尽管碳标签能够有效提升观众的认知度,但其在促进绿色意识方面的作用有限,提示未来的环保宣传和广告设计需要更加注重教育和引导,以激发公众的实际绿色行为。With the increasing severity of global climate change and environmental degradation,the enhancement of green consciousness has become a focal point of societal concern.Based on event-related potentials(ERP)technology,the influence of carbon labels on the green consciousness of ordinary exhibition visitors and their underlying cognitive mechanisms are explored.Through a brain electrophysiology experiment involving 36 participants,the effects of advertisements with and without carbon labels on the audience’s recognition of carbon labels and their green consciousness are analyzed.Behavioral data indicated that advertisements with carbon labels significantly improved the audience’s recognition of carbon labels,but had no significant impact on green consciousness.ERP data analysis revealed that the perception of loss,compared to the perception of gain,induced a more positive waveform in the P300 component of the brain electric activity,while advertisements with carbon labels compared to those without induced a more negative FN400 component.However,these differences were not statistically significant.The results show that although carbon labels can effectively enhance the audience’s recognition,their role in promoting green consciousness is limited,which implies that future environmental publicity and advertising design need to focus more on education and guidance to stimulate the actual green behaviors of the public.

关 键 词：展会普通观众 碳标签 事件相关电位(ERP) 信息框架 

分 类 号：F713.83[经济管理—广告]