負向情緒對於公益廣告說服效果的影響

Abstract

在過去關於消費者行為的文獻中，正向情緒能夠讓消費者對於產品產生更好的態度及評價，而本研究將探討對於何種類型的廣告，負向情緒反而能夠帶來較好的態度評價。研究中以公益廣告為主要標的，因為公益廣告的本質即是幫助他人，並且以情感訴求為多數，因此研究假設當消費者在負向情緒狀態下，他們對於公益廣告的態度及捐款意願將會比中性情緒時好，而在整個過程中同理心將會是一個重要的影響因素。實證結果顯示，先前的情緒操弄並不會影響到消費者看公益廣告時產生的情緒，亦即對於情緒主要的影響仍然來自於公益廣告本身的內容。而情緒和同理心並無法互相中介對方對最終態度的影響，兩者之間並無相關性。從結果來看，同理心和態度及捐款意願具有高度的正相關，但是情緒則對於最終的態度及意願影響不大。In the past literature on consumer behavior, positive emotions can lead to better attitudes and evaluations of products, and this study will explore for what types of advertising, negative emotions can lead to better attitudes and evaluation. In the research, public service advertisements are the main target, because the essence of public service advertisements is to help others, and emotional appeals are the majority, so the research assumes that when consumers are in a negative emotional state, their attitudes towards public service advertisements and their willingness to donate will change. Better than neutral emotions, and empathy will be an important factor throughout the process.The empirical results show that the previous emotional manipulation does not affect the emotions of consumers when they watch PSAs, that is, the main influence on emotions still comes from the content of the PSAs themselves. Emotion and empathy do not mediate each other's influence on the final attitude, and there is no correlation between the two. From the results, empathy has a high positive correlation with attitude and willingness to donate, but emotion has little effect on the final attitude and willingness.