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

IF 5.4 3区材料科学 Q2 CHEMISTRY, PHYSICAL

ACS Applied Energy Materials 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

ACS Applied Energy Materials Materials Science-Materials Chemistry

CiteScore

10.30

自引率

6.20%

发文量

1368

期刊介绍： ACS Applied Energy Materials is an interdisciplinary journal publishing original research covering all aspects of materials, engineering, chemistry, physics and biology relevant to energy conversion and storage. The journal is devoted to reports of new and original experimental and theoretical research of an applied nature that integrate knowledge in the areas of materials, engineering, physics, bioscience, and chemistry into important energy applications.