Based on the emotion adaptation theory and cognitive resource theory,this study conducted two situational simulated experiments to explore the internal persuasion mechanism of emotional appeal public service advertising.The results reveal that empathy,as an important factor leading to pro-social behaviors,affects the persuasion of public service advertising.Empathy mediates the effect of self-construal on the pro-social behavior intention,and the level of reality of the plot moderates the relation betwwen self-construal and empathy.Interdependent self-construal enhances the framing effect on social preferences,and affects audience's pro-social behavior intention.%基于情感适应理论和认知资源理论,通过两个情境模拟实验探讨情感诉求公益广告的内在说服机制.研究表明,共情作为引发亲社会行为的重要因素,影响着公益广告的说服效果.共情在自我建构与亲社会行为意愿间起中介作用;广告情节真实性显著调节自我建构与共情的关系;互依自我增强社会偏好中的框架效应,进而影响亲社会行为意愿.
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