儘管先前的心理學研究人員已經研究了規範焦點在各個領域的作用，但很少有人將訊息多面性、論點品質或修辭風格納入研究，且鮮有研究同時考慮兩種類型的媒體訊息。本研究運用規範焦點理論來考察不同規範焦點的受衆如何評價不同類型的媒體訊息的溝通效果。此外，本研究還探討了訊息多面性、論點品質和修辭風格在規範焦點對受衆看待媒體訊息的溝通效果的調節作用。本研究包含2個實驗，實驗一包含232位受試者，進行2(規範焦點:進取焦點/趨避焦點)× 2(修辭風格:隱喻/直白)× 2(論證質量:強論點/弱論點)的受試者間實驗設計；實驗二包含248位受試者，進行2(規範焦點:進取焦點/趨避焦點)× 2(修辭風格:隱喻/直白)× 2(訊息多面性：單面訊息/雙面訊息)的受試者間實驗設計。本研究結果如下：（一）與隱喻的結論訊息相比，進取焦點的受眾對直白的結論訊息產生更好的溝通效果；與直白的結論訊息相比，趨避焦點的受衆對隱喻的結論訊息産生更好的溝通效果。（二）與強論點品質相比，進取焦點的受衆對弱論點品質的直白的結論訊息産生更好的溝通效果；與弱論點品質相比，趨避焦點的受衆對強論點品質的隱喻的結論訊息産生更好的溝通效果。（三）與隱喻的結論訊息相比，進取焦點的受衆對具有直白結論的單面訊息産生更好的溝通效果；與直白的結論訊息相比，趨避焦點的受衆對具有隱喻結論的雙面訊息産生更好的溝通效果。

Although previous psychology researchers have examined the role of regulatory focus in various fields, few have included message sidedness, quality of the argument, or rhetorical style, and few have considered both types of media information. This study uses the regulatory focus theory to investigate how audiences with different regulatory focuses evaluate the communication effects of different types of media information. In addition, this study also explores the moderating effects of message sidedness, argument quality, and rhetorical style in the impact of regulatory focus on audience attitudes toward media information. This study consisted of two experiments. Experiment 1 included 232 subjects. A between-subjects design of 2(regulatory focus: promotion / prevention)× 2(rhetorical style: metaphorical / explicit)× 2(argument quality(AQ): strong argument / weak argument) was conducted. Experiment 2 included 248 subjects. A between-subjects design of 2(regulatory focus: promotion / prevention)× 2(rhetorical style: metaphorical / explicit)× 2(message sidedness: one-sided / two-sided) was conducted. The results of this study are as follows: (1) Promotion-focused audiences will engender more favorable attitudes toward explicit conclusion messages than metaphorical conclusion messages, whereas prevention-focused audiences will engender more favorable attitudes toward metaphorical conclusion messages than explicit conclusion messages. (2) Promotion-focused audiences will engender more favorable attitudes toward explicit conclusion messages with weak argument quality than those with strong argument quality, whereas prevention-focused audiences will engender more favorable attitudes toward metaphorical conclusion messages with strong argument quality than those with weak argument quality. (3) Promotion-focused audiences will engender more favorable attitudes toward one-sided messages with explicit conclusions than those with metaphorical conclusions, whereas prevention-focused audiences will engender more favorable attitudes toward two-sided messages with metaphorical conclusions than those with explicit conclusions.

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