Public Service Advertisements: Emotions and Empathy Guide Prosocial Behavior
基于Lazarus的情绪与适应理论，研究公益广告如何通过激发负面情绪和共情反应来促进帮助行为，并通过两个现场实验验证。
The authors develop and test a theory of how public service advertisements function to induce helping responses. Building on Lazarus's general theory of emotion and adaptation, they hypothesize that public service ads designed to reduce the incidence of child abuse stimulate negative emotions; these, in turn, lead to empathic reactions and end with the decision to help. Two field experiments are conducted to test the theory.