The Influence of the Framework and Emotion Related to Animal Protection among Teenagers in China

Authors

  • Wei Zhao

    Faculty of Education, Teachers College of Beijing Union University, Beijing 100011, China
  • Jinhua Yang

    Faculty of Education, Teachers College of Beijing Union University, Beijing 100011, China
  • Pengyan Zhang

    Faculty of Education, Teachers College of Beijing Union University, Beijing 100011, China

DOI:

https://doi.org/10.30564/jpr.v7i3.10188
10 May 2025 | Accepted: 15 June 2024 | Published Online: 30 July 2025

Abstract

This study is based on Regulatory Fit Theory, Cognitive Dissonance Theory, and the Elaboration Likelihood Model (ELM) to explore factors affecting teenagers’ awareness and behavior regarding wild animal protection. Experiment 1 aimed to examine whether emotional and rational advertising appeal frames differentially influence wild animal protection among teenagers. Participants were 66 junior middle school students from Beijing, China. The Questionnaire Regarding Wild Animal Protection Awareness and the Questionnaire Regarding Wild Animal Protection Behavior were used. Results showed that rational and emotional advertising appeals did not significantly influence teenagers’ wild animal protection awareness or behavior. Experiment 2 explored the effect of attribute framing and emotion on wild animal protection awareness and behavior among 43 junior middle school students using the same questionnaires. The results were as follows: (1) Framing and emotion interactively influenced wild animal protection awareness and behavior; (2) Under the negative frame, negative emotions had a stronger effect than positive emotions; and (3) Under positive emotions, the positive frame had a stronger effect than the negative frame. These findings suggest that framing and emotion can influence teenagers’ wild animal protection awareness and behavior.

Keywords:

Framework; Emotion; Wild Animal Protection; Teenager

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How to Cite

Zhao, W., Yang, J., & Zhang, P. (2025). The Influence of the Framework and Emotion Related to Animal Protection among Teenagers in China. Journal of Psychological Research, 7(3), 21–37. https://doi.org/10.30564/jpr.v7i3.10188

Issue

Vol. 7 , Iss. 3 (July 2025)

Article Type

Article

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Copyright © 2025 Wei Zhao, Jinhua Yang, Pengyan Zhang

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This is an open access article under the Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) License.

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