死亡威脅下訊息參照架構對說服之影響：調控焦點的調節效果

The Effects of Mortality Salience and Message Framing on Persuasion: Moderation of Regulatory Focus

10.6129/CJP.2009.5102.06

顏志龍(Chih-Long Yen)

心理作戰 ； 死亡顯著性 ； 恐懼管理理論 ； 調控焦點 ； 戰場心理 ； attitude change ； death ； mortality salient ； psychological warfare ； regulatory fit Department of Psychology and Social Work ； National Defense University

中華心理學刊

51卷2期（2009 / 06 / 01）

235 - 250

繁體中文

本研究探討「死亡威脅」和「訊息調控焦點」對態度說服之交互作用效果。調控焦點理論(regulatory focus theory; Higgins, 1997)認為個體的動機狀態可區分為「促進焦點」(promotionfocus)與「預防焦點」(prevention focus)。過去研究發現當訊息的調控焦點形式，和個體的調控焦點狀態一致時，對說服會有較佳效果。依據過去實徵研究，研究者認為面對死亡威脅時，個體是處於預防焦點的心理狀態，此時以預防焦點形式呈現的訊息，會比以促進焦點形式呈現的訊息，來得有說服力。研究一(N=82)以恐懼管理理論(terror management theory; Greenberg, Pyszczynski, & Solomon, 1986)的實驗典範操弄死亡威脅，採2（死亡威脅：有／無）×2（訊息調控焦點：促進／預防）的完全受試間實驗設計；研究結果支持了上述假設：面對死亡威脅時，「預防焦點」訊息之說服效果，優於「促進焦點」訊息。研究二(N=48)採閾下(subliminal)知覺的方式促發死亡威脅，結果發現面對死亡威脅時，個體對「預防焦點」相關的剌激反應速度比控制組快。整體而言，二個研究均支持了死亡威脅與調控焦點一致性對說服之效果。

The current study explored the interaction effects of mortality salience and message framing on persuasion. It is argued that death-threatening may evoke people's prevention focus concerns, thus, based on the effect of ＜||＞regulatory fit＜||＞, prevention-framed messages may be more persuasive in mortality salient contexts than promotion-framed ones. In Study 1, 82 military personnel participated in a 2 (mortality salience: experimental/control group) x 2 (message framing: promotion vs. prevention) factorial experiment. The results support the aforementioned hypothesis. In Study 2 (N=48), by using a subliminal perception task to manipulate mortality salience, it is found that people under death-threatening were faster in reacting to prevention-related words than people of control group.

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