敬畏使人言听计从吗——论敬畏情绪对个体的说服作用  

Too Wow(Awe)to Say“Yes”?How Does the Feeling of Submissiveness Mediate the Effect of Awe on Persuasion

作　　者：费显政[1] 黄茜 王涯薇 Fei Xianzheng;Huang Qian;Wang Yawei(School of Business Administration,Zhongnan University of Economics and Law;School of Business Administration,Wuhan Business University;School of Management,Wuhan Textile University)

机构地区：[1]中南财经政法大学工商管理学院及新媒体研究中心 [2]武汉商学院工商管理学院 [3]武汉纺织大学管理学院

出　　处：《南开管理评论》2025年第1期125-135,共11页Nankai Business Review

基　　金：国家自然科学基金项目(72072182、72472159);武汉商学院博士科研基金项目(2023KB005)资助。

摘　　要：敬畏是生活中常见的情绪。关于敬畏对说服的影响,现有文献探讨较少,结论也莫衷一是。通过对国内外不同群体展开的多个实验,本文证实:处于敬畏情绪的个体更容易被说服,其中顺从感发挥着中介作用。具体而言,相对于控制组,怀有敬畏情绪的个体有更高的顺从感(预实验a和b)且更容易被说服(研究1),即使这些信息并不具备充分的理性支持证据(研究2)。顺从感中介了上述效应,渺小感则不具备中介作用(研究3和研究4)。同时,该效应不仅在积极敬畏中存在,也同样适用于消极敬畏(研究4)。此外,在营销领域,敬畏情绪也会增强广告信息的说服效果(研究3和研究4)。本文对敬畏情绪的结果变量进行了拓展,并为企业营销实践活动提供了有价值的参考。Awe is a common emotion in daily life.It is central to the experience of the beauty of nature(e.g.,aurora,sunrise),of the magnificence of literary works,of the mystery of grand universe;but we also feel it in response to the destruction of nature(e.g.,hurricane,earthquakes),to the ravages of the disease,to the unknown of the future.In the process of consumption,consumers frequently experience awe,such as high-tech products triggers awe,and product advertising induces awe too.The extant researches have shown that awe brings benefits to both individuals and organizations,such as improving individual well-being and mental health,and promoting organizational stability and harmony.Although the researches in the field of marketing has just started,enterprises pay more and more attention to the effect of awe in the field of marketing.How to persuade consumers(select target products,etc.)is a topic worth exploring in the field of marketing.In order to increase the viability of enterprises and improve corporate profits,it is necessary for marketers to clarify the influencing factors of consumer persuasion.Awe,as a frequently experienced emotion for consumers and an easily manipulative tool for marketers,it is of great theoretical and practical significance for marketing scholars and marketers to explore the effect of awe on individual(consumer)persuasion and its underlying mechanism.Reviewing prior literature on the effect of positive and negative emotions on persuasion shows that people in positive emotional states are more likely to be persuaded by heuristic cues,while people in negative emotional states are less likely to use such thinking mode.A typical study on the influence of emotion and processing mode on persuasion shows that when participants are in a sad mood,they will hold a more positive attitude towards ideas with strong arguments;However,when facing with an argument that lacks strong logical evidence,the argument will be carefully considered and found to be less persuasive.However,if the participants are in

关 键 词：积极敬畏 消极敬畏 顺从感 说服力 

分 类 号：B842.6[哲学宗教—基础心理学] F274[哲学宗教—心理学]