The latest study, published in the journal "Psychological Science" shows that the use of propaganda as a sad face, can call on more people to participate in social welfare undertakings, as personified objects generally enhances people's desire to protect.
At the end of this year, the international aid organization Oxfam (Oxfam) in Africa to deal with hunger campaign, decided to completely change their previous publicity strategy, namely to replace the original ones sad, starving children photos to a relatively easy Africa's natural wonders. However, according to the survey, respondents generally believe that those suffering from disease and hunger plagued human image even more "feel depressed, hopeless and will be driven."
It is driven? Maybe, but is it really effective? The latest research shows the answer is yes, than the beautiful scenery, sad faces seem more useful than we imagine. Research in the journal "Psychological Science" published a set of marketing professor from Canada and South Korea pointed out that when a social cause in any of the face as features, are more likely to get people's support. The study examines the environmental protection activities in these activities, life is no object to the placement of faces of people seeking help. It was found that the subjects are more willing to support those who use the object of the proposed activities. The researchers believe this may be because we feel a kind of "anticipated guilt", which is now the omission will lead to future guilt. The researchers believe that, in order to avoid such guilt, people will choose to donate.
In one study, researchers evaluated 96 students in the experimental simulation of energy conservation activities propaganda performance. Activity using two posters, one painted with a sad, crying face light bulb, on another is only an ordinary light bulb, along with the phrase "light bulb in our hot, please hand out in front turn off the lights! "the results showed that those who see anthropomorphic bulb subjects are more willing to participate in the energy-saving campaign. In another test, 104 students from different professional watched two poster used to promote composting. One of which is a face with a trash can, is to request people to say, "Please feed me junk food!" On another is a common green trash can, was saying, "Please throw food waste!" The results show, To see the trash than a subject, see anthropomorphic trash subjects are more willing to participate in food waste recycling program. When they can not participate in this activity envisaged will feel more guilt and responsibility.
The third study looked at whether people for contributions to a tree planting activity, the researchers set up a coffee shop in a donation box and attach on a poster. One poster painting of a tree, it widened his mouth mirror and shouting "Save me!", Another poster only a common tree and the word "protection of trees!" The results show that in in the former case, 48 there are 31 customers donated money, but in the latter case, only 49 customers in 21 donated money. Not only that, the tree will donate face with the customer even more.
"When an entity witnessing suffering, we often feel guilty if we could have done something to stop it," associate professor of marketing from the University of Toronto Scarborough's Pankaj? Akwa (Pankaj Aggarwal) explained . "We do not want to have the burden of conscience, it will take appropriate action." Previous studies have suggested, anthropomorphic nature makes people feel closer contact with it, thus enhancing people's desire to want to protect it.
(Translation / Cui Zhuoya reviewer / Gu Zhuoya)
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