The Influence Of The Value Orientation Of Public Service Advertisement On The Behavior Intention And Attention Bias Of College Students With Different Public Welfare Sense

As the main channel of public welfare publicity,public service advertising plays an indispensable role in arousing college students' affection of public welfare and promoting public welfare behavior.Previous studies have shown that the types and expression methods of public service advertising can affect individual cognition and behavior.However,in the background of vigorously developing and publicizing public welfare undertakings,it has found that the affection of public welfare of college students in our country still belongs to the lower level in the score of emotional quality.In the past,the research on the communication effect of public service ads rarely considered the individual moral level,so this study,based on the previous research,added individual variables of different levels of affection of public welfare,to investigate the impact of different value oriented public service ads on the behavior intention of college students with high and low levels of public service sense.At the same time,from the perspective of cognitive processing,combined with behavior and ERPs means,this paper further explores whether college students with different levels of public service sense will have attention bias when facing different value oriented public service advertisements,and if so,what are the specific components of attention bias.There are three experimental studies in this paper,which explore the impact of different value-oriented public service advertisements on college students with high and low affection of public welfare from the behavioral and cognitive levels,and further explore the impact of value-oriented public service advertisements on their behavioral intention and attention bias,which not only provides a reference for the government and relevant organizations to formulate public service publicity content,but also provides a theoretical basis for public service education in schools?The first study is a mixed experimental design of 2(affection of public welfare: high,low group)×2(value orientation of public service advertisement:self-interest,altruism),to explore the influence of value orientation of public service advertisement on behavior intention of college students with different affection of public welfare.Each group of subjects rated the intention of public welfare behavior by reading the public welfare situation and altruistic and self-interest value-oriented public welfare advertisements.The second study is a mixed experimental design of2(affection of public welfare: high,low group)×3(value orientation of public service advertisement:self-interest,neutrality,altruism)×(detection point type: consistent,inconsistent).The point detection paradigm is used to study whether different affection of public welfare of college students pay attention to the value orientation of public service advertisements.In Study 3,the electrophysiological characteristics of attention bias of college students with different sense of public welfare were further investigated by using ERPs technology.The results show that:(1)There is a significant difference in the effect of value orientation of public service advertising on the behavior intention of college students with different affection of public welfare.Compared with altruistic orientation,altruistic orientation of public service advertising can promote the public interest behavior intention of college students with low affection of public welfare,while the behavior intention of college students with high affection of public welfare facing different value orientation of advertising has no significant difference.(2)Individuals with low affection of public welfare have a tendency to pay attention to self-interest oriented public service ads,which shows that they are alert to self-interest public service ads and have difficulty in getting rid of it.(3)Compared with the other two kinds of public service ads,self-interest value oriented public service ads induce larger N1 and LPC amplitude for college students with low affection of public welfare,and altruistic value oriented public service ads induce larger LPC amplitude for college students with high sense of public welfare.Compared with the low affection of public welfare group,altruistic value-oriented public service ads induce higher LPC amplitude of college students with high sense of public welfare,and compared with the high sense of public welfare group,altruistic value-oriented public service ads induce higher LPC amplitude of college students with low affection of public welfare.