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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.
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Received: 09 June 2017
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