应用解析水平理论考察时间距离对决策的影响
其他题名using Construal level theory to Explore the effect of time distance on decision making
房野
学位类型硕士
导师陈毅文
2008-06-05
学位授予单位中国科学院心理研究所
学位授予地点心理研究所
关键词解析水平理论 时间距离 消费决策
摘要解析水平理论是近些年发展非常迅速的一种社会认知理论,其主要结论是:人们对越远时间的时间判断、决策等认知过程,高水平解析就起到越重要的作用,而低水平解析的作用则越小。解析水平理论也引起了消费行为学研究的重视,在2007年第2期消费心理学杂志上有一半的论文是对应用解析水平理论到消费行为、消费决策研究领域的讨论。 本研究包括两个子研究,研究一包括3个实验,主要是对解析水平理论的应用和推广中存在的问题进行讨论,主要针对研究范式、定义的操作化、解析水平因素和解析水平事件等方面进行探索,研究发现解析水平在不同时间距离的影响差异存在渐变的趋势,可能属于连续变量。时间距离对解析水平的影响可能不仅是一种语义认知加工,在没有时间距离线索出现的测量形式中,这种影响趋势仍然存在,因此时间距离对应用消费行为研究使用范围是更加广泛的,甚至可能普遍存在。 研究二包括2个实验,验证了解析水平能够影响被试回忆,并且以两次决策为简化模型讨论以往决策对当前决策的影响,发现存在两次决策时间距离与当前决策的三阶交互作用,从时间距离的角度对连续决策之间的关系进行了讨论。另外,由于解析水平因素影响权重的问题比较复杂,研究二是以两类解析水平因素此消彼长进行推理假设,发现第一次决策的时间距离与两次决策之间的时间距离不同搭配,能够影响第二次决策中不同解析水平因素的影响作用。 整个研究是对解析水平理论对消费行为研究的探索,得到的结论中发现商品或服务的消费周期和消费特点(时间方面)可能会影响消费者长期的消费行为。此外,该结论对市场调查中时间距离的有效性研究也有一定贡献。
其他摘要Construal Level Theory is a kind of social cognitive theory, with the main conclusion of that the more time distance is, the more people use high level construal and the more high level construal affect in judging, decision making and such of these cognitive processes, and the low level construal has the mirror process as well. In these ten years, construal level theory is developing very fast and some of the researches of consumer behavior has concerned this developed trend very much. In 2007’s Journal of Consumer psychology, half of the papers focused on construal topics and ask for more researches about these topics. So our research mainly focused on such topics, the application of construal level theory in consumer behavior research. The first part is contained 3 experiments which mean to discuss the questions from reviewing the prior literatures. The research methods, manipulated definition, construal level factors VS construal level events are the goal of first part of this study. The results showed that construal level’s effect might be a consecutive variable and has a consecutive trend when time goes by. Time distance might not be a semantic cognitive effect to construal level but a internal ones for when there’s no verbal information of time distance the results would have the same one as well. The second part of the study is focus on a simplified model of decision-making, which contained two times decision-making, to detect whether and how would the prior decision making affect the next decision making. The study conducted the time distance in first decision making with the situation for the decision and conducted the second time distance in the time distance between the two decision situations. Although we couldn’t get the detail of the weight changes in construal level factors limited by our research, we can have a logical hypothesis based on “one-down- the other-up”. The results showed that the level of construal factors can affect the memory and the more the factors affected, the bigger the error would be. The first time distance and second time distance could effect the second decision in a interaction-way, and support the hypothesis. The whole research is mean to explore the application of construal level theory in consumer behavior research. The conclusion suggests that the periods of products and the consuming may need different marketing strategies in a long-term perspective and time distance should be control are detected in marketing analysis even there’s no time information on the paper.
页数63
语种中文
文献类型学位论文
条目标识符http://ir.psych.ac.cn/handle/311026/4676
专题中国科学院心理研究所回溯数据库(1956-2010)
推荐引用方式
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房野. 应用解析水平理论考察时间距离对决策的影响[D]. 心理研究所. 中国科学院心理研究所,2008.
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