决策框架、心理距离对个体间合作行为影响的实验研究

摘要/Abstract

摘要：

本文基于解释水平理论的观点探讨了决策框架与心理距离对个体间合作行为的影响。通过采取2（给予型框架、索取型框架）×2（心理距离近、远）的实验设计以及方差分析的实证方法，探讨了决策框架、心理距离对合作行为的作用机制，并进一步分析了心理距离对框架效应的影响。研究结果表明决策框架与心理距离均会影响个体间合作行为：给予型框架比索取型框架更有利于合作的产生；且个体在心理距离越近时的合作意愿更高。此外，实验结果还表明心理距离会对框架效应产生影响，心理距离越远，框架效应越显著。

关键词: 决策框架, 心理距离, 解释水平, 合作

Abstract:

This research explores the impact of decision framing and psychological distance on individual cooperative behavior based on construal level theory. By adopting the mixed experimental design of 2 (giving frame vs. taking frame)×2 (psychological distance:high vs. low) and analyzing the experimental results using ANOVA, we discuss the mechanism of decision framing and psychological distance on cooperative behavior, and further analyze the effect of psychological distance on framing effect. The results show that the message framing and psychological distance will both affect individual cooperative behavior, that is, giving frames are more conducive to cooperation than taking frames, and in contrast with high psychological distance, individuals are more willing to cooperate when psychological distance is low. In addition, the experimental results also show that psychological distance will have an impact on the framing effect and high psychological distance will lead to more significant framing effect.

Key words: decision framing, psychological distance, construal level, cooperation

郑君君, 蔡明, 李诚志, 邵聪. 决策框架、心理距离对个体间合作行为影响的实验研究[J]. , 2017, 29(5): 102-109.

Zheng Junjun, Cai Ming, Li Chengzhi, Shao Cong. Impacts of Decision Framing and Psychological Distance on Individual Cooperative Behavior[J]. , 2017, 29(5): 102-109.

参考文献

[1] List J. A., Samak A. C. Exploring the Origins of Charitable Acts: Evidence from An Artefactual Field Experiment with Young Children[J]. Economics Letters, 2012,118(3):431-434
[2] Tonin M., Vlassopoulos M. Experimental Evidence of Self-image Concerns as Motivation for Giving[J]. Journal of Economic Behavior and Organization, 2013,90(6):19-27
[3] Karlan D., McConnell M. A. Hey Look at Me: The Effect of Giving Circles on Giving[J]. Journal of Economic Behavior and Organization, 2014,106:402-412
[4] 杨宇谦,吴建南,白波. 资源禀赋与公共品供给——合作视角下的实验研究[J]. 管理评论, 2012,24(11):158-169
[5] Isaac R. M., Walker J. M. Group Size Effects in Public Goods Provision: The Voluntary Contribution Mechanism[J]. The Quarterly Journal of Economics, 1988,103(1):179-199
[6] 连洪泉,周业安,陈叶烽,等. 信息公开、群体选择和公共品自愿供给[J]. 世界经济, 2015,(12):3-32
[7] Balliet D., Mulder L. B., Lange P. A. M. V. Reward, Punishment, and Cooperation: A Meta-analysis[J]. Psychological Bulletin, 2011,137(4):594-615
[8] Brañas-Garza P. Promoting Helping Behavior with Framing in Dicator Games[J]. Journal of Economic Psychology, 2007,28(4):477-486
[9] Martino B. D., Kumaran D., Seymour B., Dolan R. J. Frames, Biases, and Rational Decision-making in the Human Brain[J]. Science, 2006,313(5787):684-687
[10] McElroy T., Mascari D. When Is It Going to Happen? How Temporal Distance Influences Processing for Risky-choice Framing Tasks[J]. Social Cognition, 2007,25(4):495-517
[11] Tversky A., Kahneman D. The Framing of Decision and the Psychology of Choice[J]. Science, 1981,211(4481):453-458
[12] 王丹萍,庄贵军,周茵. 信息框架与产品风险的交互效应及影响条件[J]. 管理评论, 2013,25(12):125-137
[13] Jin H. J., Han D. H. Interaction between Message Framing and Consumers' Prior Subjective Knowledge Regarding Food Safety Issues[J]. Food Policy, 2014,44:95-102
[14] Ellingsen T., Johannesson M., Mollerstrom J., Munkhammar S. Social Framing Effects: Preferences or Beliefs?[J]. Games and Economic Behavior, 2012,76(1):117-130
[15] Andreoni J. Warm-glow
Versus Cold-prickle: The Effects of Positive and Negative Framing on Cooperation in Experiments[J]. Quarterly Journal of Economics, 1995,110(1):1-21
[16] Fujimoto H., Park E. S. Framing Effects and Gender Differences in Voluntary Public Goods Provision Experiments[J]. The Journal of Socio-Economics, 2010,39(4):455-457
[17] Böhm R., Theelen M. M. P. Outcome Valence and Externality Valence Framing in Public Good Dilemmas[J]. Journal of Economic Psychology, 2016,54:151-163
[18] Bougherara D., Denant-Boemont L., Masclet D. Cooperation and Framing Effects in Provision Point Mechanisms: Experimental Evidence[J]. Ecological Economics, 2011,70(6):1200-1210
[19] Trope Y., Liberman N. Construal Level Theory of Psychological Distance[J]. Psychological Review, 2010,117(2):440-463
[20] Dufwenberg M., Muren A. Generosity, Anonymity, Gender[J]. Journal of Economic Behavior & Organization, 2006,61(1):42-49
[21] Liberman N., Trope Y. The Role of Feasibility and Desirability Consideration in Near and Distant Future Decisions: A Test of Temporal Construal Theory[J]. Journal of Personality and Social Psychology, 1998,75(1):5-18
[22] 何云,吴水龙,张媛,等. 时间距离与解释水平对赞助评价的影响研究[J]. 管理评论, 2013,25(10):138-146
[23] 段锦云,朱月龙,陈婧. 心理距离对风险决策框架效应的影响[J]. 心理科学, 2013,36(6):1404-1407
[24] 韩笑. 基于认知心理学的异质个体策略选择与合作行为研究[D]. 武汉大学博士学位论文, 2015
[25] 徐惊蛰,谢晓非. 解释水平视角下的自己-他人决策差异[J]. 心理学报, 2011,43(1):11-20
[26] 曾世强,陈健,吕巍,等. 独立自我“啬于人”,相依自我“啬于己”——为自己消费还是为他人消费与自我构建对储蓄和消费选择的影响[J]. 管理评论, 2016,28(6):119-130
[27] Wakslak C. J., Trope Y., Liberman N., et al. Seeing the Forest When Entry is Unlikely: Probability and the Mental Representation of Events[J]. Journal of Experimental Psychology: General, 2006,135(4):641-653
[28] 赵农,刘小鲁. 区位性因素与公共品的最优供给[J]. 经济研究, 2008,(10):93-103
[29] 连洪泉,周业安,陈叶烽,等. 社会距离和公共品自愿供给——基于序贯公共品实验的证据[J]. 世界经济文汇, 2014,(6):71-87
[30] Nan X. Social Distance, Framing, and Judgement: A Construal Level Perspective[J]. Human Communication Research, 2007,33(4):489-514
[31] Levin I. P., Hart S. S. Risk Preferences in Young Children: Early Evidence of Individual Differences in Reaction to Potential Gains and Losses[J]. Journal of Behavioral Decision Making, 2003,16(5):397-413
[32] 杨勇,马钦海,张俊秀,等. 多观点情绪劳动对顾客价值共创行为的作用路径研究[J]. 管理评论, 2015,27(10):95-107
[33] Nan X., Madden K. The Role of Cultural Worldviews and Message Framing in Shaping Public Opinions Toward the Human Papillomavirus Vaccination Mandate[J]. Human Communication Research, 2014,40(1):30-53
[34] Appelt K. C., Hardisty D. J., Weber E. U. Asymmetric Discounting of Gains and Losses: A Query Theory Account[J]. Journal of Risk and Uncertainty, 2011,43(2):107-126
[35] Reyna V. F., Mills B. A. Interference Processes in Fuzzy-trace Theory: Aging, Alzheimer's Disease, and Development[A]. In C. MacLeod &D. Gorfein (Eds), Inhibition in Cognition[M]. Washington: APA Press, 2007