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首页> 外文期刊>The Journal of Advertising >THE IMPACT OF PROGRAM CONTEXT ON MOTIVATIONAL SYSTEM ACTIVATION AND SUBSEQUENT EFFECTS ON PROCESSING A FEAR APPEAL
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THE IMPACT OF PROGRAM CONTEXT ON MOTIVATIONAL SYSTEM ACTIVATION AND SUBSEQUENT EFFECTS ON PROCESSING A FEAR APPEAL

机译：程序上下文对动力系统激活的影响以及对恐惧上诉的后续影响

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摘要

This manuscript reports three experiments investigating the impact of television programming context on the processing of a fear-appeal message. This is done using a dual-motivation system theory conceptualizing emotion as arising from activation of the appetitive and/or aversive motivational systems. Results show that, as predicted, sad programming activates viewers' aversive motivational systems, whereas comedic programming activates their appetitive motivational systems. Furthermore, by activating these systems through programming context, we were able to predict both retrospective self-report and real-time physiological reactions to a persuasive message employing a fear-appeal strategy. Theoretical and practical implications are discussed, as are suggestions for future experiments using the dual-motivation approach.
机译：该手稿报告了三个实验，这些实验研究了电视节目制作环境对处理恐惧呼吁消息的影响。这是通过使用双重激励系统理论来完成的，该理论将情绪概念化为由竞争性和/或厌恶激励系统的激活引起的。结果表明，正如预料的那样，悲伤的节目激活了观众的厌恶动机系统，而喜剧节目激活了他们的食欲动机系统。此外，通过在编程环境中激活这些系统，我们能够预测采用恐惧呼吁策略的说服性消息的回顾性自我报告和实时生理反应。讨论了理论和实践意义，以及使用双重动机方法的未来实验建议。

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