To gain face or not to lose face: the effect of face message frame on response to public service advertisements
To gain face or not to lose face: the effect of face message frame on response to public service advertisements
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DOI：
10.1080/02650487.2020.1763090
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发表时间：
2020-05
影响因子：
6.7
通讯作者：
Hanwei Wang;Hongyu Fu;Yuanyuan Wu
中科院分区：
文献类型：
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作者：
Hanwei Wang;Hongyu Fu;Yuanyuan Wu
摘要 当前的研究探讨了面部信息框架对消费者对公共服务广告（PSA）反应的影响。三个实验的结果表明，在反醉酒驾驶公益广告（实验 1 和实验 3）和反吸毒公益广告（实验 2）的背景下，不丢面子的信息比赢得面子的信息更有说服力。此外，框架效应对于更容易获得相互依存自我构念的个体来说更为明显，但对于更容易获得独立自我构念的个体来说则不然（实验1、2和3）。当通过独立于 PSA 的任务（实验 1 和实验 2）以及通过诉求类型（实验 3）启动自我构念时，自我构念的调节作用是显着的。此外，研究结果表明，不丢面子的信息和相互依赖的呼吁之间的一致性比其他可用条件更有说服力（实验 3）。我们还讨论了对理论的贡献和对广告实践的影响。
Abstract The current research examines the effect of face message frame on consumers’ response to public service advertisements (PSAs). Results of three experiments show that not-to-lose-face messages are more persuasive than to-gain-face messages in the contexts of both anti-drunk-driving PSAs (Experiment 1 and Experiment 3) and anti-drug PSAs (Experiment 2). Moreover, the framing effect is more pronounced for individuals whose interdependent self-construal is more accessible, but not for individuals whose independent self-construal is more accessible (Experiments 1, 2, and 3). The moderating effect of self-construal is significant when it is primed both through a task that is independent of the PSA (Experiment 1 and Experiment 2) and through the appeal type (Experiment 3). Further, the findings suggest that a congruency between a not-to-lose-face message and an interdependent appeal leads to more persuasiveness than other available conditions (Experiment 3). We also discuss contributions to theory and implications for advertising practice.