The Impact Of Information Characteristics Of Farmland Advertising On Audience’s Proenvironmental Behavior: The Regulating Effect Of Natural Connection

In recent years,the total amount of cultivated land resources in China has been decreasing,and the contradiction between cultivated land and population in China has gradually become larger.Farmland resources have been damaged by corresponding levels of pollution.Under the circumstance that people lack the corresponding environmental awareness,the ecological security problem of cultivated land is increasingly prominent.Although the Chinese government has formulated various policies to promote farmland protection,people have little or no intrinsic motivation to protect natural resources.Therefore,the dissemination of persuasive advertising has become an important factor in supporting environmental transformation.A large number of studies have proven that advertising effectiveness is influenced by various factors such as information framework,personification,and construction level.In other words,in an advertisement,different combinations of information characteristics can bring different advertising effects.However,many previous studies have explored the persuasive effects of information frameworks in the context of social marketing and health-related behavior.Only a few studies have explored this effect in green environmental communication,and fewer scholars have explored the advertising effects of the combination of information frameworks and personification.Secondly,the persuasive effect of advertising is influenced not only by the characteristics of advertising information,but also by the personal characteristics of the audience.That is,the impact of advertising on different individuals varies.This study explores effective advertising information strategies for farmland protection,using the constructivist level theory in the field of behavioral research and the framework effect in the field of information processing,to promote farmland protection willingness.Through three studies,we have verified an effective combination of information that can improve the willingness to protect cultivated land.Study 1 uses experimental methods to explore the correlation between information combination and pro environmental willingness behavior.The results showed that the interaction between information framework and personification was significant,and the combination of loss framework and personification could more promote individuals’ pro environmental willingness.Study 2 uses experimental methods to explore the effects of experimental manipulation of social exclusion on adolescent social withdrawal the impact of behavior.The results show that,for low natural connecters,there is no significant difference in the impact of high persuasive information characteristics and low persuasive information characteristics on farmland protection behavior;For those with high natural connectivity,there is a significant difference in the impact of high persuasive information characteristics and low persuasive information characteristics on farmland protection behavior.The third study adds the construction level to the advertising information for operation,expanding the practical application value of the study.An experimental study was conducted to explore the impact of the interaction between construction level and advertising type on individuals’ pro environmental willingness.The results showed that at a high level of construction,obtaining a non anthropomorphic combination of frameworks was more effective in promoting individuals’ pro environmental willingness.On the contrary,at a low construction level,the anthropomorphic combination of loss frames can more promote the individual’s pro environmental willingness.Based on the above research,the following conclusions are drawn:(1)When the loss(relative to gain)framework is combined with anthropomorphic(relative to non anthropomorphic)cues,they will lead to higher pro environmental willingness.(2)In the process of information characteristics affecting individuals’ willingness to protect cultivated land,the regulatory role of natural linkage is significant.(3)When high construction level is combined with obtaining frame non anthropomorphic cues,it can more promote individuals’ willingness to protect farmland.