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Research on the Determinants of Processing Strategies of Persuasive Communication through Pictures

图片说服沟通处理策略的决定因素研究

基本信息

批准号：
13610167
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：
2001
资助国家：
日本
起止时间：
2001 至 2002
项目状态：
已结题

来源：
https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-13610167/
关键词：
affect persuasion social cognition processing strategy multi-facets thinking need for cognition automatic processing controlled processing 広告

项目摘要

Three practical studies were investigated focusing on the affective factors and individual differences which influence the selection of information processing strategies of persuasive communications. First, a multi-facets thinking scale was constructed and the validation was tested. The external attributional orientation was significantly correlated with multi-facets thinking tendency. Second, the multi-facets thinking tendency was correlated with both need for cognition and deliberative thought scale. Third, the main hypothesis was tested using persuasive communications. The prediction was that both the individual difference factors and affective states would influence the processing strategies of advertising stimuli. Participants were presented with a rapid moving picture, a slowly moving picture, and a descriptive message (copy ad) and responded to the questionnaire items measuring the intention to purchase the products. As the result, persons low in the multi-facets thinking scale were more likely to be influenced by a low credible communication than high in the scale. And affect improving motivation was observed among negative mood participants. I authored an article for the Bulletin of Faculty of Sociology, Toyo University, and one book which was publicated by Nakanishiya Publications. Two chapters of books are also now edited as the research outcomes.

本研究通过三项实证研究，探讨了影响说服性交际中信息加工策略选择的情感因素和个体差异。首先，编制了多面思维量表并进行了效度检验。外部归因倾向与多面性思维倾向显著相关。第二，多面性思维倾向与认知需要和慎思量表均相关。第三，主要假设是用说服性沟通来检验的。预测认为个体差异因素和情感状态都会影响广告刺激的加工策略。研究人员向参与者展示了一幅快速移动的图片、一幅缓慢移动的图片和一条描述性信息（文案广告），并回答了测量购买产品意图的问卷项目。结果表明，多面思维量表得分低的被试比多面思维量表得分高的被试更容易受到低可信度沟通的影响。在负性情绪参与者中观察到情感改善动机。我为东洋大学社会学系学报撰写了一篇文章，并出版了一本由中西屋出版社出版的书。现将两章书籍作为研究成果编辑成册。