恐惧上诉
上诉
透视图(图形)
心理学
社会心理学
广告
点(几何)
营销
业务
政治学
法学
计算机科学
几何学
数学
人工智能
作者
Yu‐Kang Lee,Chun‐Tuan Chang,Pei‐Chi Chen
出处
期刊:Journal of Advertising Research
[World Advertising Research Center]
日期:2017-12-01
卷期号:57 (4): 379-396
被引量:26
摘要
ABSTRACT
This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local. Results showed that when the environmental issue was framed as global, a fear appeal enhanced viewers9 attention, positive attitude toward the green issue, and behavioral intention more than a hope appeal did. The opposite was found when the environmental issue was framed as local. To enhance external validity, Study 2 incorporated actual donation amount and replicated the results found in Study 1. Perspective taking, the act of viewing a situation or understanding of a concept from an alternative point of view, served as an underlying mechanism.
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