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Research on the roles of affect in the process of information processing and acceptance of persuasive message.

研究情感在信息加工和接受说服性信息过程中的作用。

基本信息

批准号：
11610140
负责人：
KITAMURA Hideya
金额：
$ 0.9万
依托单位：
Toyo University
依托单位国家：
日本
项目类别：
Grant-in-Aid for Scientific Research (C)
财政年份：
1999
资助国家：
日本
起止时间：
1999 至 2000
项目状态：
已结题

项目摘要

Three experiments were performed in the term of project. In Exp.1, using a detecting task and a search task on a CRT by computer program, how subjects under positive, negative, or neutral mood process stimuli was examined. Positive mood subjects make more errors in the task, and take shorter time for responding the trials. So it was concluded that positive mood subjects engage in intuitive processing and that negative mood subjects engage in deliberate and analytic processing strategy.In Exp.2, how positive, negative, or neutral mood subjects process and accept persuasive messages was examined to investigate more precisely intuitive and heuristic processing which positive mood would facilitate. Two processes : active imaginig process and the process of viewing images passively were discriminated. Positive, negative or neutral mood was induced by viewing fifteen images on CRT.It was predicted that positive mood would faciliate creative and active imagining process, and that positive moo … More d subjects would more influenced when imagining the situation they used the merchandise. Negative mood subjects were persuaded more by the desciptive copy message than by images of merchandise. While, positive mood subjects were influenced most by imaging advertisement which involved the process subjects imagining the situation they used the merchandise. onsequently, it was concluded that positive mood faciliated the creative imagining processing strategy.In Exp. 3, an intenet experiment method was developed. For social psychological experiment, it was new trial to utilize the internet home pages. After viewing fifteen images which induce subjects in positive or neutral mood, advertising message was presented. In the result, positive mood subjects were less influenced by copy message than viewing advertising image. So subjects under positive mood were less engaged in deliberative processing strategy.In conclusion, positive mood facilitates intuitive and creative processing strategy in responding persuasive message and advertising images. Less

项目期间进行了三项实验。实验一采用计算机程序在CRT上完成一个检测任务和一个搜索任务，考察了被试在积极、消极和中性情绪刺激下的情绪加工过程。积极情绪被试在任务中的错误率更高，反应时间更短。实验二考察了积极情绪、消极情绪和中性情绪被试如何加工和接受说服性信息，以更精确地考察积极情绪促进的直觉和启发性加工。区分两种加工过程：主动想象加工和被动观察加工。通过观察15幅CRT图像，诱发积极、消极和中性情绪，预测积极情绪有助于创造性和主动性的想象过程，积极情绪对创造性和主动性的想象过程有促进作用，消极情绪对创造性和主动性的想象过程有促进作用。 ...更多信息 d的被试在想象使用商品的情景时会受到更大的影响。消极情绪被试更容易被描述性文案信息说服，而不是商品图片。而积极情绪受影响最大的是形象广告，它涉及被试想象他们使用商品的情景。结果表明，积极情绪对创造性想象加工策略有促进作用。3、建立了一种网络实验方法。在社会心理学实验中，利用互联网主页是一种新的尝试。在观看了15幅能使被试产生积极或中性情绪的图片后，呈现广告信息。结果发现，广告文案讯息对正面情绪的影响较广告画面为小。因此，积极情绪下的被试较少采用慎思性加工策略。总之，积极情绪促进了被试对说服性信息和广告图像的直觉性和创造性加工策略。少