A Study on the Implicit Priming of Public Service Advertisements on Teenagers Public Welfare Behavior

Abstract

Abstract: The study used the Priming Task Paradigm to explore the influence of Public Service Advertisements on public welfare behaviors and the influence of personality differences on adolescent public welfare behaviors. In experiment 1, the public service advertisement was used to prime the task of helping others, and the influence of different public service advertisement examples on the public welfare behavior of the youth was explored. The results show that public service advertisements of caring for individual life and public moral standards have significantly improved participants' willingness to help others. In Experiment 2, based on the helping task, the Self-Esteem Scale (SES) was added to explore the influence of public service advertisement categories and personality differences on the public welfare behavior of the youth. The results show that the type of public service advertisement does not have a significant effect on the subsequent public welfare behavior of adolescence. Individuals with different levels of self-esteem have significant influence on their public welfare behavior, and those with high self-esteem are more likely to help others than those with low self-esteem.

Key words: public welfare behavior, assimilation effect, contrast effect, self-esteem level, adolescent

摘要： 采用启动任务范式，以青少年为被试，探讨了公益广告以及人格差异对公益行为的影响。实验1采用公益广告样例启动助人任务，探究不同的公益广告样例对青少年公益行为的影响，结果表明，在公益行为的样例启动中并没有出现对比效应，关爱个体生命和公共道德规范的公益广告启动反而对随后的相应的助人意愿起到促进作用；实验2增加了公益广告类别启动助人任务和自尊量表（SES），探究公益广告类别和人格差异对青少年公益行为的影响，结果表明，公益广告类别启动没有对随后的青少年公益行为有显著作用；不同自尊水平的个体对其是否产生公益行为具有显著影响，自尊水平高者相比于自尊水平低者更倾向于做出助人行为。

关键词: 公益行为, 同化效应, 对比效应, 自尊水平, 青少年

CLC Number:

B848

HU Yu, HUANG Chongrong, YAN Tingting. A Study on the Implicit Priming of Public Service Advertisements on Teenagers Public Welfare Behavior[J]. Studies of Psychology and Behavior, 2019, 17(3): 354-359.

胡瑜, 黄崇蓉, 严婷婷. 公益广告对青少年公益行为的内隐启动研究[J]. 心理与行为研究, 2019, 17(3): 354-359.

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