中文摘要：

为研究亲社会行为广告效果的影响机制,从调节聚焦理论出发,选取社会生活中常见的＂公交让座＂情境,设计2（受众的调节聚焦特征∶促进聚焦/防御聚焦）×2（信息目标∶自己/他人）×2（信息框架∶损失/获得）心理学实验室实验,研究不同亲社会行为广告信息策略的影响。结果发现,＂获得＂信息框架对促进聚焦人群亲社会行为意向有积极影响;＂损失＂信息框架对防御聚焦人群亲社会行为意向有积极影响;信息组合策略强调＂他人-损失＂时对防御聚焦人群亲社会行为意向的积极影响更显著。

英文摘要：

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）X 2 （Message targeting： Others/Self）× 2 （Message framing： Gain framing/Loss framing）, based on the Regulatory Fo- cus 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.