The Effect Of Message Framing And Message Targeting Of Public Service Advertising On The Prosocial Behavior Of Different Regulatory Focus Person

In recent years, uncivilized phenomenon has often occurred in our life. As the tool of guiding the individuals' pro-social behavior, the Social Behavior Changing Advertising fails to play the role, though its quantity grows rapidly. The present research on the effectiveness of prosocial behavior changing advertising is also inadequate. So this paper mainly explores the questions that whether advertises with different message framing and different message targeting have different effects on the audience's intention of prosocial behavior for different regulatory focus individuals,and that how we can use these findings to guide the creation and publishing of the social behavior guided ad.This paper includes three studies. Study 1 discusses the preference of the different regulatory focus individuals on concerning itself and others.study 2 researches the effect of prosocial behavior changing advertising with different message framing and message targeting on the behavior intention of different regulatory focus person, basing on message framing and message targeting of the advertising contents and regulatory focus of individuals' psychological characteristics. Study 3 analyzes the intermediary role of personal norm on different message strategies and behavior intention. It aims to study the internal influence mechanism of Social Behavior Changing Advertising, and provide theoretical guidance to promote the effect of such kind of ads to guide the individuals to behave well.The results show that there is a significant difference of the impact on combined strategies of message framing and message targeting between different regulatory focus individuals. As to the promotion focus individuals, both the ?other-gain? message strategy and the ?self-gain? message strategy are useful to promote them to act the prosocial behavior; while the prevention focus individuals, its more useful to present ?other-loss? advertise message than the ?self-loss? advertise message.The main contribution of this paper is thatit divides the individuals into two group from the perspective of the psychological motivation, to make up for the shortcomings of the previous research on PSAs field for the inspection of the audience, and thatit finds that the effect of thedifferent combination message strategies of messageframing and message targetingon different regulatory focus individualsis different, which deepensthe research in the field of the regulatory fit.