共感,验证和品牌:测试同情的痛苦理论
Yi Liao1, Dallin R Adams2, Camilla M Owens1
1Department of Communication, University of Utah, Salt Lake City, Utah, United State.
Journal of broadcasting & electronic media
|May 26, 2025
概括
广告中的叙述性痛苦可以增加同情和验证,影响观众的态度和意图. 这项研究引入了同情痛苦理论,以解释角色的痛苦如何影响观众.
科学领域:
- 心理学 心理学 心理学
- 沟通研究 沟通研究
- 媒体效果 媒体效果
背景情况:
- 众所周知,叙事唤起同情心,但驱动这种反应的特定特征和潜在的认知机制需要进一步调查.
- 现有的研究突出了叙事元素影响观众感知和行为的潜力,需要对这些过程有更深入的理解.
研究的目的:
- 提出和测试一种同情痛苦理论,解释叙述中的角色痛苦如何影响态度和意图.
- 识别和检查同情和验证的调解作用,以应对描绘的角色的痛苦.
主要方法:
- 在美国,对成年参与者进行了两项实验 (N = 219和N = 372).
- 参与者被曝光到一个30秒的广告,要么描绘或没有描绘角色的痛苦.
- 该研究分析了同情和验证对描绘的痛苦和观众结果之间的关系的调解效应.
主要成果:
- 这两项实验的结果都为拟议的同情痛苦理论提供了强有力的支持.
- 发现同理心和验证能够显著调解描绘角色痛苦对观众态度和意图的影响.
- 这些发现表明,描绘痛苦是引起同情反应和塑造观众感知的关键因素.
结论:
- 感同情的痛苦理论提供了一个强大的框架,以了解如何叙事描述的痛苦影响观众.
- 共感和验证是关键的认知机制,通过这些机制,角色的痛苦会影响态度和行为意图.
- 这些发现对媒体创作者,广告商和对有效利用叙事同情感感兴趣的研究人员有意义.
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