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A Study of the Influence of Empathy on the Persuasion of Public Service Advertising
LI Qianqian,FAN Yawen
Shanghai University, Shanghai, China

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Abstract  Based on the emotion adaptation theory and cognitive resource theory, this study conducted two situational simulated experiments to explore the internal persuasion mechanism of emotional appeal public service advertising. The results reveal that empathy, as an important factor leading to pro-social behaviors, affects the persuasion of public service advertising. Empathy mediates the effect of self-construal on the pro-social behavior intention, and the level of reality of the plot moderates the relation betwwen self-construal and empathy. Interdependent self-construal enhances the framing effect on social preferences, and affects audience’s pro-social behavior intention.
Key wordsempathy      self-construal      framing effect      pro-social behavior      public service advertising      
Received: 09 June 2017     
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LI Qianqian
FAN Yawen
Cite this article:   
LI Qianqian,FAN Yawen. A Study of the Influence of Empathy on the Persuasion of Public Service Advertising[J]. Chinese Journal of Management, 2018, 15(3): 420-.
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http://manu68.magtech.com.cn/Jwk_glxb/EN/     OR     http://manu68.magtech.com.cn/Jwk_glxb/EN/Y2018/V15/I3/420
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