特质性与情境性调节定向匹配效应的一致性

The Coincidence between the Regulatory Fit Effects Based on Chronic Regulatory Focus and Situational Regulatory Focus

研究试图探讨基于不同性质的调节定向(特质性调节定向和情境性调节定向)而达成的匹配所导致的效应是否一致。实验一、二均采用2(调节定向:促进、防御)×2(信息框架:积极、消极)被试间设计,分别考察了两种匹配对信息说服效果(包括信息价值评价、情绪强度、行为意向3项指标)的影响。MANOVA检验表明,实验一中信息价值评价、情绪强度2项指标上的交互作用显著,实验二中信息价值评价、情绪强度和行为意向3项指标上的交互作用显著;这表明,基于两种不同性质的调节定向所达成的匹配在对信息价值评价和情绪强度的影响上具有一致的效应,但在对行为意向的影响上具有不一致的效应。这一结果对于理解两种不同性质的调节定向之间的差异以及基于两者而达成的两种调节匹配之间的差异具有较为重要的意义。

Regulatory fit theory proposes that the fit between regulatory focus and information frame will strengthen the individual＇s evaluation on the information, as well as the affect and motivation. However, the regulatory focus involves two different types： situational focus and chronic focus, the former is induced by environmental factors, while the latter reflects stable personality. Thus, an interesting question is, whether the regulatory fits based on different types of regulatory focus have the same effect？ And this is the purpose of the present study. Experiment 1 adopted 2 （chronic regulatory focus： promotion vs. prevention） ×2 （information frame： positive vs. negative） between-subjects design to explore the influence of regulatory fit between chronic focus and information frame upon the effect of persuasion. Experiment 2 also adopted 2 （situational regulatory focus： promotion vs. prevention） ×2 （information frame： positive vs. negative） between-subjects design to explore the effect of regulatory fit between situational focus and information frame upon the effect of persuasion. Data were collected from 166 college students （113 in Experiment 1 and 53 in Experiment 2）. In experiment 1, MANOVA revealed significant interactions between regulatory focus and information frame on the information value and mood intensity, while in experiment 2, in addition to information value and mood intensity, MANOVA revealed significant interaction on behavior intention. Taken together, results showed the regulatory fit based on chronic regulatory focus and the regulatory fit based on situational regulatory focus have the same influence on information value and mood intensity （they both improve the value of information and increase the intensity of mood）; however, they have different influence on behavior intention （the former has no impact on behavior intention while the latter can improve behavior intention）. This conclusion is beneficial to understand the difference between chronic regulatory focus and situational regulatory focus, as well as the difference between the two kinds of regulatory fit based on them.