【作者】 刘长虹； 刘宁；

【Author】 Changhong Liu;Ning Liu;Shandong Normal University;

【机构】 山东师范大学； 山东师范大学大学心理学院；

【摘要】 本研究通过三个实验考察了不同解释匹配对信息说服力的影响,以及正确感和加工流畅性的中介作用。实验1探讨心理距离两个维度(时间距离和社会距离)复合,与信息解释水平匹配时对信息说服力的影响;实验2探讨启动解释水平与信息内容的匹配对信息说服力的影响。实验3a、实验3b分别通过操纵对正确感的认知和加工流畅性的高低,检验正确感和加工流畅性在解释匹配提高说服力这一过程中的中介作用。研究表明:(1)心理距离与解释水平信息匹配能够提高信息说服力,低解释水平信息对于近心理距离下的消费者说服效果更好,高解释水平信息对于远心理距离下的消费者说服效果更好;(2)启动解释水平与信息解释水平匹配提高信息说服力,低解释水平信息对启动低解释水平的消费者说服效果更好,高解释水平信息对启动高解释水平的消费者说服效果更好;(3)正确感做为解释匹配提高信息说服力的中介变量得到验证,当启动解释水平与解释水平信息匹配时,消费者会获得正确感,进而提高信息说服力;加工流畅性作为解释匹配提高信息说服力的中介变量也得到验证,加工流畅性高,匹配就能更好的提高说服效果。结果发现:解释匹配能够提高信息说服力,正确感和加工流畅性是中介机制。更多还原

【Abstract】 In this study,three experiments were conducted to investigate the influence of different construal fit on persuasion and its mechanism. Study 1 explores the effects of psychological distance(time distance and social distance) and construal-level message matching. Study 2 explores the effects of why-how priming construal-level and construal-level message matching. Study 3 a and study3 b individually examines the sense of feeling right and processing fluency by manipulating in mediating the process of construal fit to improve persuasion. The results showed that:(1)psychological distance and construal-level message matching improves the persuasion of message,low construal-level message has more persuasion in near mental distance whereas high construal-level message has more persuasion in far mental distance;(2)construal-massage matching improves the persuasion of message, low construal-level message has more persuasion to low construal-level consumer whereas high construal-level has more persuasion to high construal-level consumer;(3)feeling right and processing fluency are mediate variable of value from construal fit, and then improves the message persuasion. Thus, construal fit improves the persuasion of message, feeling right and processing fluency are mediate mechanism of construal fit effect.更多还原