http://dx.doi.org/10.6129/CJP.2009.5102.06
Chinese Journal of Psychology, 51(2), 2009

顏志龍（國立國防大學心理及社會工作學系）

摘要

本研究探討「死亡威脅」和「訊息調控焦點」對態度說服之交互作用效果。調控焦點理論（regulatory focus theory; Higgins, 1997）認為個體的動機狀態可區分為「促進焦點」（promotionfocus）與「預防焦點」（prevention focus）。過去研究發現當訊息的調控焦點形式，和個體的調控焦點狀態一致時，對說服會有較佳效果。依據過去實徵研究，研究者認為面對死亡威脅時，個體是處於預防焦點的心理狀態，此時以預防焦點形式呈現的訊息，會比以促進焦點形式呈現的訊息，來得有說服力。研究一（N = 82）以恐懼管理理論（terror management theory; Greenberg, Pyszczynski, & Solomon, 1986）的實驗典範操弄死亡威脅，採2（死亡威脅：有／無）×2（訊息調控焦點：促進／預防）的完全受試間實驗設計；研究結果支持了上述假設：面對死亡威脅時，「預防焦點」訊息之說服效果，優於「促進焦點」訊息。研究二（N = 48）採閾下（subliminal）知覺的方式促發死亡威脅，結果發現面對死亡威脅時，個體對「預防焦點」相關的剌激反應速度比控制組快。整體而言，二個研究均支持了死亡威脅與調控焦點一致性對說服之效果。

關鍵詞：心理作戰、死亡顯著性、恐懼管理理論、調控焦點、戰場心理

The Effects of Mortality Salience and Message Framing on Persuasion: Moderation of Regulatory Focus

Chih-Long Yen（Department of Psychology and Social Work, National Defense University）

Abstract

The current study explored the interaction effects of mortality salience and message framing on persuasion. It is argued that death-threatening may evoke people’s prevention focus concerns, thus, based on the effect of “regulatory fit”, prevention-framed messages may be more persuasive in mortality salient contexts than promotion-framed ones. In Study 1, 82 military personnel participated in a 2 (mortality salience: experimental / control group) x 2 (message framing: promotion vs. prevention) factorial experiment. The results support the aforementioned hypothesis. In Study 2 ( N =48), by using a subliminal perception task to manipulate mortality salience, it is found that people under death-threatening were faster in reacting to prevention-related words than people of control group.

Keywords: attitude change, death, mortality salient, psychological warfare, regulatory fit