Bosone Lucia, Martinez Frédéric, Kalampalikis Nikos
Social Psychology Research Group (EA 4163), Université Lumière Lyon 2, France
Social Psychology Research Group (EA 4163), Université Lumière Lyon 2, France.
Pers Soc Psychol Bull. 2015 Apr;41(4):526-39. doi: 10.1177/0146167215571089. Epub 2015 Feb 13.
In health-promotional campaigns, positive and negative role models can be deployed to illustrate the benefits or costs of certain behaviors. The main purpose of this article is to investigate why, how, and when exposure to role models strengthens the persuasiveness of a message, according to regulatory fit theory. We argue that exposure to a positive versus a negative model activates individuals' goals toward promotion rather than prevention. By means of two experiments, we demonstrate that high levels of persuasion occur when a message advertising healthy dietary habits offers a regulatory fit between its framing and the described role model. Our data also establish that the effects of such internal regulatory fit by vicarious experience depend on individuals' perceptions of response-efficacy and self-efficacy. Our findings constitute a significant theoretical complement to previous research on regulatory fit and contain valuable practical implications for health-promotional campaigns.
在健康促进活动中，可以运用正面和负面榜样来说明某些行为的益处或代价。本文的主要目的是根据调节匹配理论，研究接触榜样为何、如何以及何时会增强信息的说服力。我们认为，接触正面榜样与负面榜样会激活个体的促进型而非预防型目标。通过两项实验，我们证明，当一则宣传健康饮食习惯的信息在其框架与所描述的榜样之间实现调节匹配时，就会产生高度的说服力。我们的数据还表明，这种通过替代性经验实现的内部调节匹配的效果取决于个体对反应效能和自我效能的认知。我们的研究结果是对先前关于调节匹配的研究的重要理论补充，对健康促进活动具有宝贵的实践意义。
