ABSTRACT Appraisal tendency framework suggests that incidental and integral emotions are capable of influencing decision making and behaviors. Such effect is subject to the interaction between incidental and integral emotions. To effectively use emotional appeal in public service announcements (PSAs) for non-profit communication, studying the interaction between the carryover and direct effects of incidental and integral emotions, respectively, is specifically informative. In particular, this study focuses on the application of pride and hope as discrete integral emotions in blood donation PSAs, as well as the interaction between two integral and incidental emotions (i.e., potential donors’ pre-existing emotions of anger and fear before viewing PSAs). Results of a 2 × 2 factorial experiment involving 313 participants suggested that the congruence in appraisal dimensions between incidental and integral emotions could lead to improved effectiveness of perceived message, strong issue advocacy, high intention for blood donation, and enhanced attitudes for non-profit organizations. Furthermore, theoretical and practical implications are discussed in this research.

中文翻译：

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在非营利性传播中整合偶然和整体情感：献血信息的实验

摘要评估趋势框架表明，偶然情绪和整体情绪能够影响决策和行为。这种影响受偶然情绪和整体情绪之间的相互作用的影响。为了有效地利用公共服务公告（PSA）中的情感吸引力进行非营利性交流，分别研究附带情感和整体情感的结转与直接影响之间的相互作用特别有用。尤其是，本研究着重将自豪感和希望作为离散的整体情感应用于献血PSA中的应用，以及两种整体情感与偶然情感之间的相互作用（即潜在供者在查看PSA之前已存在的愤怒和恐惧情感） ）。一项由313名参与者参与的2×2阶乘实验的结果表明，偶然性情绪与整体性情绪之间的评估维度上的一致性可以提高感知信息的有效性，强烈的问题倡导性，对献血的强烈意愿以及对非营利组织的态度增强。此外，本研究讨论了理论和实践意义。