值得传播的想法? 什么时候,如何以及信息负载对谁有影响 网络演讲的受欢迎程度
Amir Sepehri1, Rod Duclos2, Nasir Haghighi3
1Department of Marketing, ESSEC Business School.
Journal of personality and social psychology
|December 12, 2024
概括
在网上谈话中过多的信息会损害受欢迎程度,因为处理困难. 对于那些对认知或教育目标有很高的需求的人来说,这种效应较弱,但对于寻求娱乐的人来说,这种效应更强.
科学领域:
- 心理学 心理学 心理学
- 沟通研究 沟通研究
- 媒体心理学 媒体心理学
背景情况:
- 文化产品如教育娱乐 (在线谈话) 的成功受内容特征的影响.
- 对内容创作者和平台来说,了解增强或减少受众吸引力的因素至关重要.
研究的目的:
- 调查信息负载对教育娱乐演讲受欢迎程度的影响.
- 探索潜在的心理机制 (处理不流) 和调节因素 (认知需求,观众目标).
主要方法:
- 进行了12项实地和实验室研究,研究了信息负载和谈话采用之间的关系.
- 分析了对认知需求和观众动机 (教育与娱乐) 的调节作用.
主要成果:
- 增加的信息负载 (更多的主题) 由于处理不流而对谈话受欢迎程度产生负面影响.
- 对具有更高认知需求的个人和寻求教育丰富的人来说,负面影响减少了.
- 对于优先考虑娱乐 (享乐快乐) 的观众来说,这种效应会被放大.
结论:
- 处理流性在文化产品的采用中起着至关重要的作用.
- 结果提供了关于为什么个人错误地预测他们对某些演讲的偏好的见解.
- 为教育娱乐行业和沟通人员提供规范性指导,以优化内容吸引力.
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