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

在项目实施阶段，进行了三个实验。在实验1中，使用计算机程序在CRT上执行的检测任务和搜索任务，考察了受试者在积极、消极和中性情绪刺激下的过程。积极情绪的受试者在任务中犯的错误更多，做出反应的时间也更短。实验二考察了积极情绪、消极情绪三种情绪类型的被试如何加工和接受说服性信息，更准确地考察了积极情绪和启发式加工对积极情绪加工的促进作用。区分了主动想象过程和被动观看图像的过程。被试在CRT上观看15张图片后产生积极、消极或中性情绪，预测积极情绪有助于创造性和积极的想象过程，而积极的moo…更多的受试者在想象他们使用商品的情况时会受到更大的影响。负面情绪的受试者更多地被带着沉思的文案信息说服，而不是被商品的图片所说服。而积极情绪受试者最受想象广告的影响，也就是让过程受试者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、提出了一种内网实验方法。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张诱导受试者处于积极或中性情绪的图片后，广告信息被呈现出来。结果表明，积极情绪受试者受文字信息的影响小于观看广告图像。因此，积极情绪状态下的被试较少使用思考性加工策略。总之，积极情绪状态有助于在应对说服性信息和广告图像时采用直观和创造性的加工策略。较少

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