Abstract

Guided by the appraisal-tendency framework and construal level theory, this study investigates how emotional appeals (guilt vs. shame) and social distance frames (distant vs. proximal) influence college students’ attitude toward bystander action campaign and intention to intervene in sexual violence situations. The findings indicated a two-way interaction effect between these two message factors on campaign attitude and behavior intention. Additionally, self-efficacy was found to be the mediator that underlying the proposed match-based effects. The findings provide theoretical implications into persuasive communication in the context of campus sexual violence bystander intervention and offer practical insights to advertisers and social/health marketers.

摘要

本研究以评价-倾向框架和解释水平理论为指导，调查情感诉求（内疚与羞耻）和社会距离框架（远与近）如何影响大学生对旁观者行动运动的态度和干预性暴力的意愿情况。研究结果表明，这两个信息因素对竞选态度和行为意图之间存在双向交互作用。此外，发现自我效能感是所提出的基于匹配的影响的中介因素。研究结果为校园性暴力旁观者干预背景下的说服性沟通提供了理论意义，并为广告商和社会/健康营销人员提供了实用的见解。