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

本研究对影响说服交际信息加工策略选择的情感因素和个体差异进行了实证研究。首先，构建多层面思维量表并进行验证。外部归因倾向与多面向思维倾向显著相关。第二，多方位思维倾向与认知需求和审慎思维量表均存在相关。第三，使用说服性沟通对主要假设进行了检验。预测个体差异因素和情感状态都会影响广告刺激的加工策略。参与者分别观看一幅快速移动的图片、一幅缓慢移动的图片和一则描述性信息（文案广告），并回答衡量购买意向的问卷项目。结果表明，多层面思维量表低的人比多层面思维量表高的人更容易受到低可信度沟通的影响。在消极情绪的参与者中观察到对动机的影响。我在东洋大学社会学系公报上发表了一篇文章，并在Nakanishiya出版社出版了一本书。现在还编辑了两章书籍作为研究成果。

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.