Affect and persuasion -: Emotional responses to public service announcements
Affect and persuasion -: Emotional responses to public service announcements
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DOI：
10.1177/009365000027004003
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发表时间：
2000-08-01
影响因子：
6.2
通讯作者：
Peck, E
中科院分区：
文献类型：
--
作者：
Dillard, JP;Peck, E
设计了一个实验来检验情绪在说服中的作用。在这项研究中，140名大学生观看了八个公共服务公告（PSA），然后报告了他们的认知，情感和态度的反应。一些参与者被指示注意他们的感受，并将其用于评估PSA（能力启用条件），而其他人则被告知要抑制他们的感受，不要让他们的情绪影响他们对PSA的判断（能力禁用条件）。在控制认知之后，数据显示出每种情绪对感知信息有效性的独特和独立的影响。然而，操纵产生的情绪和感知有效性之间的关联的大小没有明显的影响，情绪和认知对问题的态度的影响是由感知信息有效性介导的。第二项研究表明，感知到的有效性和对信息的喜爱是不同的判断。有效性是研究公益广告的首选衡量标准。
An experiment was designed to examine the role of emotion in persuasion. In this study, 140 undergraduates viewed eight public service announcements (PSAs) and then reported on their cognitive, emotional, and attitudinal responses to each. Some participants were instructed to attend to their feelings and use them in evaluating the PSAs (heuristic-enabled condition), whereas others were told to dampen their feelings and not let their emotions influence their judgments of the PSAs (heuristic-disabled condition). After controlling for cognition, the data showed a unique and separate effect for each emotion on perceived message effectiveness. However the manipulations produced no observable effect on the magnitude of association between emotion and perceived effectiveness Effects of both emotion and cognition on attitude toward the issue were mediated by perceived message effectiveness. A second study showed that perceived effectiveness and liking for the message are distinct judgments. Effectiveness is the preferred measure for studying PSAs.