亲社会行为
移情
心理学
考试(生物学)
服务(商务)
公共服务
社会心理学
消极情绪
功能(生物学)
广告
营销
业务
公共关系
政治学
古生物学
进化生物学
生物
作者
Richard P. Bagozzi,David Moore
标识
DOI:10.1177/002224299405800105
摘要
The authors develop and test a theory of how public service advertisements function to induce helping responses. Building on Lazarus's general theory of emotion and adaptation, they hypothesize that public service ads designed to reduce the incidence of child abuse stimulate negative emotions; these, in turn, lead to empathic reactions and end with the decision to help. Two field experiments are conducted to test the theory.
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