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首页> 外文期刊>Journal of Business Research >Increasing the persuasiveness of anti-drunk driving appeals: The effect of negative and positive message framing
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Increasing the persuasiveness of anti-drunk driving appeals: The effect of negative and positive message framing

机译：增强反酒后驾驶吸引力的说服力：消极和正面信息框架的影响

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摘要

A number of mass media campaigns encouraging anti-drunk driving (ADD) behavior have been implemented over the past several decades. However, the messaging within most of the current ADD advertising campaigns focuses on the negative effects on impaired drivers. Alternatively, the use of positive and targeted messages may be equally as effective and, under certain situations and for certain groups of people, can be even more persuasive than the use of negative messages. Moreover, this paper examines how the effectiveness of positive and negative ADD messages can be improved when targeting specific segments of people. Two experiments were conducted which revealed that promotion-focused individuals are motivated primarily by positive ADD messages, whereas prevention-focused individuals are motivated primarily by negative ADD messages. Furthermore, it was found that individuals who focus on immediate consequences are more easily persuaded by instant gratification rather than by pain. As for future consequences, both positive and negative consequences will be discounted and the persuasive differences between them will be reduced.
机译：在过去的几十年中，已经开展了许多鼓励反酒后驾驶（ADD）行为的大众媒体运动。但是，当前大多数ADD广告活动中的消息传递都集中在对受损驾驶员的负面影响上。另外，肯定消息和针对性消息的使用可能同样有效，并且在某些情况下和某些人群中，使用否定消息比使用否定消息更具说服力。此外，本文研究了在针对特定人群时如何提高正面和负面ADD信息的有效性。进行了两个实验，这些实验表明，以晋升为重点的人主要是由积极的ADD信息激发的，而以预防为主的人主要是由消极的ADD信息激发的。此外，还发现关注即时后果的人更容易被即刻满足而不是痛苦说服。至于未来的后果，积极后果和消极后果都将被轻视，并且它们之间的说服力差异将减少。

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