Kim Yaeeun, Kim Yaeri
Department of Marketing and Supply Chain Management, Fox School of Business, Temple University, Philadelphia, PA, United States.
Orfalea College of Business, California Polytechnic State University, San Luis Obispo, CA, United States.
Front Psychol. 2020 Jun 18;11:1221. doi: 10.3389/fpsyg.2020.01221. eCollection 2020.
This study investigates how consumers' intentions related to prosocial campaigns were accompanied by metacognitive experiences. Two studies examined how the relationship between appeal type (self-benefit vs. social benefit) and the level of processing fluency (easy vs. difficult) influenced attitudes toward prosocial campaigns. The findings revealed that individuals who were manipulated to find self-benefit appeal displayed less favorable attitudes toward disfluent prosocial campaigns than those who were manipulated to find social benefit appeal. The underlying mechanism of this result was that the extra effort invested to understand prosocial campaigns with difficult processing fluency produced unpleasant feelings.
本研究调查了消费者与亲社会活动相关的意图是如何伴随着元认知体验的。两项研究考察了诉求类型（自我利益诉求与社会利益诉求）与加工流畅度水平（容易与困难）之间的关系如何影响对亲社会活动的态度。研究结果显示，被操纵以发现自我利益诉求的个体，相较于被操纵以发现社会利益诉求的个体，对加工流畅度困难的亲社会活动表现出较不积极的态度。这一结果的潜在机制是，为理解加工流畅度困难的亲社会活动而投入的额外努力产生了不愉快的感觉。
