The Influence Of The Target Framework In Environmental Public Service Advertisements On The Environmental Behavior Of The Public

Since the 20 th century,the importance of environmental issues has risen to an unprecedented height,and a research boom in environmental behavior has emerged in the fields of social psychology and environmental psychology.With the deepening of theoretical research,people gradually realize that the essence of environmental problems is people's behavior problems.Intervening individual behavior is a new way to deal with environmental crisis.The lack of water resources is a major obstacle to China's current economic development.In order to enhance citizens' awareness of water conservation and promote individual water-saving behavior.Based on the dual-processing model,this study carried out research on the impact of water-saving and environmental protection public advertisements on the water-saving behavior of the public.The focus is on the impact of environmental public service advertising information characteristics(target framework)and the audience's own characteristics(natural relatedness)on individual behavior,and reveals the role of guilt and advertising cognition.This study used of questionnaires and experimental methods.A total of 620 college students participated in the questionnaire survey,of which 144 participants participated in the follow-up study1,and the experimental data of 136 subjects were valid;another148 participants participated in the study 2,and the experimental data of 145 subjects were valid.Study 1 explores the impact of the target framework in water-saving public service advertisements of graphic on the environmental behavior.The results show that:(1)In the process of the target framework affecting the individual's feelings of guilt,advertising cognition and water-saving behavior,the natural relatedness has a significant moderating effect on the target framework.For the low-natural connection,the lost framework and gain framework The impact of the target framework on individual guilty feeling,advertising cognition and water-saving behavior is not significant,but for high-natural relatedness,the impact of the lost framework on individual guilt,advertising cognition and water-saving behavior is significantly higher than the gain framework.(2)In the process of natural relatedness and target framework influence on water-saving behavior,advertising cognition played a full mediating effect,and the mediating effect of guilt was not significant.Study 2 explores the impact of the target framework in water-saving public service advertisements of interactive on the environmental behavior.The results show that:(1)In the process of the target framework affecting the individual's feelings of guilt,advertising cognition and water-saving behavior,the natural relatedness has no significant moderating effect on the target framework.Only the natural relatedness significant affects the advertising cognition and water-saving behavior.The advertising cognition and water-saving behavior of high-natural relatedness are significantly higher than low-natural relatedness.(2)In the process of natural relatedness affecting the water saving behavior,advertising cognition plays a part mediating effect.Based on the above research results,the conclusions as follows:(1)When individuals processes water-saving public service advertisements of graphic,individual traits(natural relatedness)can moderating effect on the relationship of advertising information characteristics(target framework)and individual water-saving behaviors.And advertising cognition can play a full mediating effect in it.(2)When individuals processes water-saving public service advertisements of interactive,the influence of advertising information characteristics(target framework)on individual water-saving behavior disappears,and individual traits(natural relatedness)have significant influence on water-saving behavior,and advertising cognition plays a part mediating effect in it.It can be seen that the intervention of environmental public service advertisements on individual behaviors can be achieved through the mediating effect of advertisement cognition,and the characteristics of the individuals can moderate the influence of advertisement information characteristics on individual behaviors,but this moderating effect will be changed accompanied with degree of involvement,when individuals processes a public service advertisement.