How Does VR Affect Emotional Appeal and Persuasiveness of Gain Versus Loss-Framed Messages?

IF 4.6 1区文学 Q1 COMMUNICATION

Science Communication Pub Date : 2024-02-19 DOI:10.1177/10755470241229453

Mengqi Liao, Pejman Sajjadi, S. Shyam Sundar

引用次数: 0

Abstract

Can virtual reality (VR) lead to more desirable persuasion effects than videos in communicating the science of contentious issues like climate change? And, will these effects differ between messages that offer hope versus fear? We addressed these questions with a 2 (Modality: Desktop VR vs. Unidirectional video) × 2 (framing: Gain vs. Loss) between-subjects experiment ( N = 130), and found that VR triggered more fearful responses, which in turn led to more persuasive outcomes. It also increased individuals’ attitudes toward climate change mitigation policy when the experience was loss-framed, but backfired when the experience was gain-framed. Theoretical and practical implications are discussed.

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虚拟现实如何影响收益与损失框架信息的情感吸引力和说服力？

在传播气候变化等争议问题的科学知识时，虚拟现实（VR）能否比视频产生更理想的说服效果？在传递希望与恐惧的信息时，这些效果是否会有所不同？我们通过一个 2（模式：桌面 VR vs. 单向视频）×2（框架：收益 vs. 损失）的主体间实验（N = 130）来解决这些问题，结果发现 VR 会引发更多的恐惧反应，进而导致更有说服力的结果。当体验是以损失为框架时，它还会提高个人对气候变化减缓政策的态度，但当体验是以收益为框架时，则会适得其反。本文讨论了理论和实践意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Science Communication COMMUNICATION-

CiteScore

13.50

自引率

4.40%

发文量

期刊介绍： Science Communication is a prestigious journal that focuses on communication research. It is recognized globally for publishing top-quality manuscripts that demonstrate excellent theoretical frameworks and robust methodology. Our journal embraces a broad definition of science, encompassing not only the natural and physical sciences but also social science, technology, environment, engineering, and health. Regardless of the scientific area, effective communication is always the focal point of our investigations. Apart from theoretical and methodological rigor, we place great emphasis on the practical implications of scientific communication. Therefore, we expect all submitted manuscripts to address the real-world applications and significance of their research, alongside theoretical considerations. In summary, Science Communication is an internationally renowned journal dedicated to bridging the gap between science and society. By promoting effective communication in various scientific domains, we strive to engage readers with intriguing research that has tangible implications for the world around us.