查詢結果分析
來源資料
相關文獻
- 心情、訊息架構與論點品質對說服效果的影響
- 涉入程度、內外團體高共識訊息來源與論點品質對說服的影響
- 搜尋臺灣民眾統獨態度的動力:一個個體動態模型的建立
- 廣告內容、情感激起度及廣告說服力之關係--以平面廣告為例
- 廣告圖片效果態度中介模式之研究
- Relationships Between Emotional Arousals, Attitudes, and Persuasions: An Empirical Validation of Fear, Humour, Sex, and Rational Appeals
- 山胞婦女生活態度與教養子女態度之探討
- 態度形成方式與論點數量對說服的影響
- 國小學生擔任科學實驗站解說員對其科學態度及表達能力之影響
- 應用說服性溝通解決社會困境問題之研究:以機慢車違規停放問題為例
頁籤選單縮合
題 名 | 心情、訊息架構與論點品質對說服效果的影響=The Effects of Mood, Framing and Argument Quality on Persuasion |
---|---|
作 者 | 陳友琦; 孫蒨如; | 書刊名 | 應用心理學報 |
卷 期 | 7 1999.03[民88.03] |
頁 次 | 頁41-55 |
分類號 | 171.3 |
關鍵詞 | 心情; 訊息架構; 說服; 訊息處理; 態度; Mood; Framing; Persuasion; Message processing; Attitude; |
語 文 | 中文(Chinese) |
中文摘要 | 心情可使當成解釋現況的一種訊息,正向心情者會認為現況頗佳,因而傾向不仔細處理訊息;負向心情者則認為現況不佳,傾向仔細處理訊息。而Smith和Petty在1996年發現違反預期的訊息架構及論點品質三者對訊息處理的影響,及如何能達到最佳的說服效果。本實驗為3(心情:正向、中性或負向)×2(訊息架構:正面或負面)×2(論點品質:強或弱)的三因子受試者間設計。研究中利用「生活事件回憶」方式來操弄受試者的心情。主要依變項為受試者對「調高學費」的態度。結果顯示在態度的事前比較上,我們對正向和中性心情所作的研究假設獲得驗證。亦即正向心情者在合其預期的正面訊息架構下,無法區分強弱論點,對強弱論點有相同的態度;在不合預期的負面訊息架構下,則對強論點的態度較支持。中性心情對訊息架構無預期,在正、負面訊息架構下,對強論點的態度都較支持。本研究對負向心情所作的假設則只有部份獲得支持,亦即負向心情在合其預期的負面訊息架構下,能區分強弱論點,對強論點的態度較正向。因徑分析結果則顯示心情的影響並不明顯,論點品質和訊息架構則透過期待程度判斷和淨認知反應兩來影響到態度,文中將有詳細的說明。 |
英文摘要 | Previous research showed that mood can serve as information to influence people’s processing strategy on persuasive messages. Individuals who are in positive moods tend to process information less carefully, whereas those who are in negative moods tend to engage in systematic processing. Smith and Petty (1996) found that when the messages were framed in an unexpected way, the extent to which messages were elaborated can be increased. Thus, the present study was conducted to examine the effects of mood, messaged. Thus, the present study was conducted to examine the effects of mood, message framing, and argu9ment quality on persuasion. One hundred and sixty-three subjects were randomly assigned to a 3 (mood: positive vs. neutral vs. negative)×2(message framing: positive vs. negative)× 2(argument quality: strong vs. weak) factorial design. Subjects were induced into different mood conditions by recalling different types of autobiographical memory. The main dependent measure was subject’s attitude toward the target issue. We hypothesized that subjects in positive moods would be equally persuaded by strong and weak arguments when positive framing was employed. However, subjects in positive moods should be more persuaded by strong than weak arguments when the arguments were presented in an unexpected negative frame. We also hypothesized that subjects in negative moods were more persuaded by strong than weak arguments when the expected negative framing was employed and would be more so when the arguments were positively framed. The results gave support to most of these hypotheses. However, we didn’t find that subjects in negative moods were more persuaded by strong than weak arguments when the arguments were positively framed. Path analysis was also employed to show the possible impacts of mood, message framing, and argument quality on attitudes. Further implications and suggestions were also discussed. |
本系統中英文摘要資訊取自各篇刊載內容。