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首页> 外文期刊>Journal of marketing communications >A series of persuasive events. Sequencing effects of negative and positive messages on party evaluations and perceptions of negativity
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A series of persuasive events. Sequencing effects of negative and positive messages on party evaluations and perceptions of negativity

机译：一系列有说服力的事件。消极和正面信息对政党评价和消极看法的排序影响

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We test how party evaluations and perceptions of negativity are affected by sequences of positiveegative persuasive messages. In an experimental survey collected in Denmark, respondents were exposed to either a positive or a negative message on three issues in a random order; this creates a setting where we can test for the effects of eight different sequences of positive and/or negative messages. We find consistent effects. Being exposed to a higher volume of negative messages often depresses evaluations of the target, whereas being exposed to a higher volume of positive messages enhances evaluation of the sponsor. These effects are nuanced by recency effects: when a sequence ends on a negative message, regardless of its overall valence, evaluation of the target is depressed; similarly, negatively valenced sequences harm the target except when the sequence ends on a positive message. Backlash effects are unlikely, and no sequence simultaneously harms the target and promotes a positive evaluation of the sponsor. Finally, negatively valenced sequences of messages enhance perceptions of negativity, whereas positively valenced sequences do not reduce it; this trend is also nuanced by recency effects.
机译：我们测试积极/消极说服性信息序列如何影响政党的评价和消极感。在丹麦进行的一项实验性调查中，受访者在三个问题上随机出现了正面或负面的信息。这将创建一个设置，在该设置中我们可以测试正面和/或负面消息的八个不同序列的影响。我们发现一致的效果。暴露于大量负面信息通常会降低对目标的评估，而暴露于大量正面信息则会增强对发起人的评估。这些影响因新近性效应而有所差异：当序列以否定信息结尾时，无论其总体价数如何，目标的评估都将受到抑制；同样，负价序列会损害目标，除非序列以肯定信息结尾。反弹的影响是不可能的，没有序列会同时损害目标并促进对申办者的积极评价。最终，消息的负价序列增强了对否定性的认识，而消息的正价序列却没有降低负性。新近度效应也使这种趋势变得微妙。

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