Affect And Persuasion

影响力与说服力

• 批准号: 9021647
• 负责人: Richard Petty
• 金额: --
• 依托单位: Ohio State University Research Foundation -DO NOT USE
• 依托单位国家: 美国
• 项目类别: Continuing grant
• 财政年份: 1991
• 资助国家: 美国
• 起止时间: 1991-01-15 至 1994-12-31
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=9021647&HistoricalAwards=false
• 关键词: Affect; Persuasion

The major goal of this research is to investigate the role of affect in persuasion and to examine the utility of the Elaboration Likelihood Model (ELM) for understanding and integrating prior research on affect. ELM holds that affect influences the amount and direction of persuasion by different processes in different situations. That is, peoples' moods and feelings can influence attitudes by (a) serving as simple cues; (b) providing issue-relevant information; (c) affecting the extent of information processing activity, and (d) influencing the nature of the thoughts that come to mind as a message is processed. Affect is postulated to have different effects depending upon a message recipient's overall motivation and ability to think about the communication. Experiments will be conducted to examine the different roles that a person's affective state can play in the persuasion process under different elaboration likelihood conditions. These are the critical experiments for testing the potential utility of the ELM for understanding the role of a person's transient moods and emotions in persuasion. When this research has been completed, we will have a better understanding of the link between affect and persuasion.

本研究的主要目的是考察情感在说服中的作用，并检验精加工似然模型(ELM)对理解和整合前人关于情感的研究的效用。Elm认为，情感在不同的情境下通过不同的过程影响说服的数量和方向。也就是说，人们的情绪和感觉可以通过以下方式影响态度：(A)作为简单的线索；(B)提供与问题相关的信息；(C)影响信息处理活动的程度；(D)影响在信息处理过程中脑海中浮现的想法的性质。情感被认为具有不同的效果，这取决于信息接受者的整体动机和思考交流的能力。实验将考察一个人的情感状态在不同的精加工可能性条件下在说服过程中所起的不同作用。这些是测试榆树的潜在效用的关键实验，以了解一个人的短暂情绪和情绪在说服中所起的作用。当这项研究完成后，我们将更好地理解情感和说服之间的联系。