危机事件中意见领袖情绪框架对受众认知偏差的影响研究

A Study on the Impact of Opinion Leader's Emotional Framework on Audience Cognitive Bias in Crisis Events

[研究目的]受众认知偏差危机大众心理安全与权益,探索危机事件中意见领袖情绪框架对受众认知偏差的影响机制,并据此积极引导意见领袖对议程框架进行差异化监控与治理。[研究方法]以意见领袖情绪框架为自变量,大众风险感知为中介变量,个体的情绪敏感度为调节变量,构建理论模型,并通过两个情境实验进行验证。实验一基于环境污染情境检验意见领袖情绪框架对受众认知偏差的影响以及大众风险感知的中介效应;实验二基于产品安全事件进一步检验了个体情绪敏感度对意见领袖情绪框架与大众风险感知关系的调节效应。[研究结论]实验一的结果表明意见领袖情绪框架对受众认知偏差具有显著正向作用,大众风险感知中介了意见领袖情绪框架和受众认知偏差的关系。实验二的结果表明情绪敏感度调节了意见领袖情绪框架与大众风险感知之间的关系,即受众个体的情绪敏感度越高,意见领袖情绪框架对大众风险感知的正向影响就越强。对正确引导意见领袖情绪框架,降低大众风险感知,并削弱受众认知偏差具有积极的理论与实践意义。

[Research purpose]Audience cognitive bias may endanger public psychological security and rights and interests.This paper explores the impact mechanism of opinion leader emotional framework on public cognitive bias in crisis events.Accordingly,opinion leaders are actively guided to monitor and govern the agenda framework in different ways.[Research method]In this study,opinion leader's emotional framework was taken as the independent variable,public risk perception as the mediating variable,and individual emotional sensitivity as the moderating variable to build a theoretical model.It was verified by two situational experiments.In Experiment 1,it was conducted to verify the influence of opinion leader's emotional frame on public cognitive bias and the mediating effect of public risk perception between them based on the environmental pollution situation.In Experiment 2,the moderating effect of individual emotional sensitivity on the relationship between opinion leader's emotional framework and public risk perception was further tested based on product safety events.[Research conclusion]The results of Experiment 1 showed that the opinion leader's emotional framework had a positive effect on public cognitive bias,while the public risk perception mediated the relationship between the opinion leader emotional framework and public cognitive bias.The results of Experiment 2 indicated that individual emotional sensitivity moderated the effect of opinion leader's emotional framework on public risk perception.That is,the higher emotional sensitivity of the individual audience,the stronger the positive impact of opinion leader's emotional framework on the public risk perception.This study has positive theoretical and practical significance for correctly guiding the emotional framework of opinion leaders,reducing the risk perception of the audience,and weakening the public cognitive bias.