Abstract In order to study the effect mechanism of Prosocial Behavior Ads, this paper chooses the common situation of “offer one’s seat to others” in the social life, and designs the psychological laboratory experiment of 2 (Regulatory focus: Promotion focus/Prevention focus)×2 (Message targeting: Others/Self)×2 (Message framing: Gain framing/Loss framing), based on the Regulatory Focus theory. It aims to examine the different influence of different kinds of Prosocial Behavior Advertising. The result reveals that gain framing message has positive influence on the intention of Prosocial Behavior of the people with promotion focus; while loss framing message has positive influence on the intention of Prosocial Behavior of the people with prevention focus; and the influence of loss framing message on people with prevention focus is more positive when the message strategy emphasis on others’ loss.
2015, Vol. 12 
