关注争议性议题宣传和沟通中的情绪要素——转基因态度研究的启示

Focus on Emotional Elements in the Publicity and Communication of Controversial Issues:Implications from Attitude Research of GM

选取转基因作为争议性议题的代表,从情绪、知识和行为的角度研究人们对争议性议题的态度。采用问卷和实验的方法测量受访者对转基因的知识水平、消费行为倾向和内隐态度,比较知识水平和内隐态度对消费行为倾向的影响。结果表明,相对普通食物和中性数字串,人们对转基因食物的内隐态度更消极;人们并不倾向于购买和消费转基因食品;人们对转基因相关知识的了解程度较低;与知识水平相比,转基因内隐态度能较好地预测转基因消费行为。

In this paper genetic modification was a representative of controversial issues,and people’s attitudes towards controversial issues was researched from the perspective of emotion,cognition and behavior.This paper used questionnaires and experiments to measure the respondents’ knowledge level,consumer behavior tendency and implicit attitude towards GM,and compares the influence of knowledge level and implicit attitude on consumer behavior intention.The conclusion indicated that people’s implicit attitudes towards GMFwere significantly more negative than ordinary foods and neutral numbers;people were not inclined to buy and consume GMF;people’s understanding of GMFwas relatively low;Knowledge level and implicit attitude towards GM can better predict GM consumption behavior.