死亡威脅下訊息參照架構對說服之影響：調控焦點的調節效果

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

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」（promotion focus）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, 1906）的實驗典範操弄死亡威脅，採2（死亡威脅：有／無）X2（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」相關的刺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。

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.