THE UTILITY OF EXEMPLARS IN PERSUASIVE COMMUNICATIONS
THE UTILITY OF EXEMPLARS IN PERSUASIVE COMMUNICATIONS
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DOI：
10.1177/009365094021001004
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发表时间：
1994-02-01
影响因子：
6.2
通讯作者：
BATHELT, A
中科院分区：
文献类型：
--
作者：
BROSIUS, HB;BATHELT, A
媒体报道通常使用两种类型的信息：（a）关于问题的范围或重要性的一般性陈述（基本比率信息），以及（B）说明性的个别案例（范例），这些案例不太有效，但更生动。回顾心理学文献的判断导致的一般假设，即感知的问题主要是由样本的质量和分布的影响。在一系列的五个实验中，研究人员改变了样本的数量和质量，以及它们与几个新闻报道的基本信息的一致性。结果表明，基本率信息几乎没有影响，而样本有很强的影响，对公众意见的感知分布有关的故事问题。样本也对受试者对问题的个人看法产生了适度的影响。传播研究和新闻实践的影响进行了讨论。
Media accounts typically employ two types of information: (a) general statements about the range or importance of a problem (base-rate information), and (b) illustrative individual cases (exemplars) that are less valid but more vivid. A review of the psychological literature on judgments leads to the general hypothesis that the perception of a problem is influenced primarily by the quality and distribution of exemplars. In a series of five experiments, the researchers varied the number and quality of exmplars and their consistency with the base-rate information for several journalistic stories. The results indicate that base-rate information had almost no impact whereas exemplars had a strong effect on the perceived distribution of public opinion about story problems. Exemplars also had a moderate impact on subjects' personal opinions about the problem. Implications for communication research and journalistic practice are discussed.