Lee Seungae, Mackert Michael
a Department of Communication and Journalism , Oakland University , Rochester , Michigan , USA.
b Department of Advertising , The University of Texas at Austin , Austin , Texas , USA.
Health Mark Q. 2017 Jul-Sep;34(3):157-174. doi: 10.1080/07359683.2017.1346429.
Self-referencing effects explain why many advertisements try to relate people with the ads; when an individual relates an ad to the self, the person will be more likely to recall the ad. However, this study revealed that the regulatory focus of messages is a boundary condition for self-referencing strategy. Self-referencing did not yield a positive persuasion effect in prevention-focused messages. The underlying message process analyses further revealed people avoid elaborating prevention-focused messages when used with self-referencing, rather than viewing them in a biased manner. The findings provide guidance for health communication practitioners' use of self-referencing statements.
自我参照效应解释了为什么许多广告试图将人们与广告联系起来；当一个人将广告与自己联系起来时，这个人就更有可能回忆起该广告。然而，这项研究表明，信息的调节焦点是自我参照策略的一个边界条件。在以预防为重点的信息中，自我参照并没有产生积极的说服效果。潜在的信息处理分析进一步表明，当与自我参照一起使用时，人们会避免详细阐述以预防为重点的信息，而不是以有偏见的方式看待它们。这些发现为健康传播从业者使用自我参照陈述提供了指导。
