摘要
基于规范焦点理论和解释水平理论,时间距离因素如何影响社会规范信息的说服效果得到了探讨。两个情境实验的结果表明,当环境宣传强调消费行为对未来环境的影响时,指令式规范的说服效果要好于描述式规范;当环境宣传强调消费行为对当前环境的影响时,描述式规范的说服效果要好于指令式规范,但是对于严重程度感知较强的环境议题,描述式规范与指令式规范的说服效果不存在显著差异。因此,在设计环境保护的宣传材料时,营销人员需要注意宣传内容所强调的时间距离特征与所使用的社会规范诉求焦点之间的匹配。
Building on the focus theory of normative conduct and construal level theory,the effects of temporal distance on normative appeals are discussed. The results of two experiments show that recipients respond better to injunctive norm appeals when temporally distant environmental consequences are stressed;when temporally close environmental consequences are stressed,descriptive norm appeals are more persuasive;however,this distinction between injunctive norm and descriptive norm appeals disappears when the environmental issue at hand is perceived as important. The key implication of these findings is that the temporal focus in the environmental campaigns should be fit with the focus of normative conducts.
作者
何昊
童泽林
黎建新
HE Hao;TONG Ze-lin;LI Jian-xin(School of Economics and Management,Changsha University of Science and Technology,Changsha,Hunan410114,China;Hunan Institute of Modern Enterprise Management,Changsha,Hunan 410114,China;School of Management,Hainan University,Haikou,Hainan 570228,China)
出处
《长沙理工大学学报（社会科学版）》
2019年第4期63-70,共8页
Journal of Changsha University of Science and Technology：Social Science
基金
国家自然科学基金青年项目(71402010)
国家自然科学基金面上项目(71772003
71772018)
湖南省教育厅科学研究项目(17B019)
关键词
指令式规范
描述式规范
时间距离
环境严重程度感知
环境保护
injunctive norm
descriptive norm
temporal distance
perception on environmental seriousness degree
environmental protection
