Ma Jingjing, Mo Zichuan, Gal David
National School of Development, Peking University, Beijing 100871, China.
International School of Business and Finance, Sun Yat-sen University, Zhuhai, Guangdong 519082, China.
J Bus Res. 2021 Feb;123:669-682. doi: 10.1016/j.jbusres.2020.10.028.
To encourage people to behave in a more socially responsible or healthy way, many public service announcements (PSAs) dramatically illustrate the dire consequences of undesirable social or health behaviors. However, although informative, such negatively-framed PSAs can generate unintended consequences (e.g., a bad mood, low message acceptance). In this research, we investigated two approaches to improve the effectiveness of negatively-framed PSAs: (1) mood elevation and (2) self-affirmation. Using three studies with large samples of consumers, we found that adding mood-elevating or self-affirming elements to a negative PSA can be an effective way to enhance message acceptance. This is especially the case for recipients currently engaging (vs. not engaging) in the undesirable behaviors. Additionally, we designed mood elevation methods that can be implemented in PSAs in practice.
为鼓励人们以更具社会责任感或更健康的方式行事，许多公益广告（PSA）都生动地展示了不良社会行为或健康行为的可怕后果。然而，尽管此类负面框架的公益广告内容丰富，但可能会产生意想不到的后果（如情绪低落、信息接受度低）。在本研究中，我们探究了两种提高负面框架公益广告效果的方法：（1）提升情绪和（2）自我肯定。通过对大量消费者样本进行的三项研究，我们发现，在负面公益广告中添加提升情绪或自我肯定的元素是增强信息接受度的有效方式。对于当前正从事（而非未从事）不良行为的受众而言，情况尤其如此。此外，我们还设计了可在实际公益广告中实施的情绪提升方法。
