Striking an Emotional Chord: Effects of Emotional Appeals and Chatbot Anthropomorphism on Persuasive Science Communication

IF 4.6 1区文学 Q1 COMMUNICATION

Science Communication Pub Date : 2023-08-01 DOI:10.1177/10755470231194583

Jinping Wang, Lulu Peng

引用次数: 0

Abstract

Chatbots have been used to achieve persuasive goals in various communication contexts. This research investigates how chatbot anthropomorphism intersects with emotional appeals to influence persuasive outcomes in science communication by conducting two experiments in the contexts of skin cancer prevention and biodiversity conservation. The findings showed a matching effect between emotional appeals and anthropomorphic cues: For a chatbot with more anthropomorphic cues, fear appeals were more persuasive than hope appeals; in contrast, for a less anthropomorphic chatbot, hope appeals were more effective. A key psychological mechanism underlying the relationships was personal risk perceptions but only for fear appeals.

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触动情感共鸣:情感诉求与聊天机器人拟人化对说服性科学传播的影响

聊天机器人已被用于在各种交流环境中实现说服目标。本研究通过在皮肤癌预防和生物多样性保护的背景下进行两个实验，探讨了聊天机器人拟人化如何与情感诉求交叉，以影响科学传播中的说服力结果。研究结果显示，情感诉求与拟人化暗示之间存在匹配效应:对于拟人化暗示较多的聊天机器人，恐惧诉求比希望诉求更有说服力;相比之下，对于一个不那么拟人化的聊天机器人来说，希望的呼吁更有效。这种关系背后的一个关键心理机制是个人风险感知，但只针对恐惧诉求。

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.