描述性规范提升义务献血的意愿而非行为
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摘要
描述性规范指大多数人的做法对他人态度和行为的影响。本研究试图利用描述性规范改变公众的义务献血意愿和行为。研究由两个相似实验组成。实验1发现描述性规范促进了被试义务献血的意愿,但并没有影响实际献血行为;实验2在实验1的基础上试图通过增加短信提醒来促进义务献血行为,但是结果同样显示描述性规范促进了被试的献血意愿而非行为。本文对此原因进行了讨论。
The term descriptive norms refers to the influence of most peoples' practices on the attitudes and behaviors of others. This study attempted to use descriptive norms to promote the willingness of participants to donate blood voluntarily and engage in other blood-donation behaviors. The study consisted of two similar experiments. Experiment 1 investigated the effects of descriptive norms on blood donation and found that descriptive norms increased participants' willingness to donate blood, but not their actual donation of blood. Given the results of Experiment 1, Experiment 2 was designed to increase blood-donation activity by sending participants "short message service" reminders. However,Experiment 2 also found no increase in the participants' blood-donation activity. These two experiments consistently demonstrated that descriptive norms promoted participants' willingness to donate blood voluntarily but did not promote their actual donation of blood. The paper discusses possible reasons for these results.
The term descriptive norms refers to the influence of most peoples' practices on the attitudes and behaviors of others. This study attempted to use descriptive norms to promote the willingness of participants to donate blood voluntarily and engage in other blood-donation behaviors. The study consisted of two similar experiments. Experiment 1 investigated the effects of descriptive norms on blood donation and found that descriptive norms increased participants' willingness to donate blood, but not their actual donation of blood. Given the results of Experiment 1, Experiment 2 was designed to increase blood-donation activity by sending participants "short message service" reminders. However,Experiment 2 also found no increase in the participants' blood-donation activity. These two experiments consistently demonstrated that descriptive norms promoted participants' willingness to donate blood voluntarily but did not promote their actual donation of blood. The paper discusses possible reasons for these results.
引文
刘长秋.(2016).权利献血,还是义务献血?——兼论我国献血法的修改完善.苏州大学学报(哲学社会科学版),(3), 92-99.
唐河山,冯子阳,牟显尧,吴春燕,王子,钱宝华.(2017).采血车无偿献血者献血认知及动机分析.中国输血杂志,30(7), 799-800.
王良燕,韩冰,叶子.(2016).基于自我建构的社会规范中西差异化研究.系统管理学报,25(3),395-404.
韦庆旺,孙健敏.(2013).对环保行为的心理学解读——规范焦点理论述评.心理科学进展,21(4), 751-760.
殷群.(2013).我国无偿献血现状、问题及对策研究(硕士学位论文).苏州大学.
张红涛,王二平.(2007).态度与行为关系研究现状及发展趋势.心理科学进展,15(1), 163-168.
Akhu-Zaheya, L. M.,&Shiyab, W. E. Y.(2017). The effect of short message system(SMS)reminder on adherence to a healthy diet, medication, and cessation of smoking among adult patients with cardiovascular diseases.International Journal of Medical Informatics, 98, 65-75.
Benartzi, S., Beshears, J., Milkman, K. L., Sunstein, C. R.,Thaler, R. H., Shankar, M.,... Galing, S.(2017). Shouldgovernments invest more in nudging? Psychological Science, 28(8), 1-15.
Brewer,N. T., Chapman,G. B.,Rothman,A. J.,Leask,J.,&Kempe, A.(2017). Increasing vaccination:Putting psychological science into action. Psychological Science in the Public Interest, 18(3), 149-207.
Cialdini, R. B., Kallgren, C. A.,&Reno, R. R.(1991). A focus theory of normative conduct:A theoretical refinement and reevaluation of the role of norms in human behavior.Advances in Experimental Social Psychology, 24(1), 201-234.
Cialdini, R. C., Reno, R. R.,&Kallgren, C. A.(1990). A focus theory of normative conduct:Recycling the concept of norms to reduce littering in public places. Journal of Personality and Social Psychology, 58, 1015-1026.
Eon, K., Kim, H. S., Sherman, D. K.,&Ishii, K.(2016).Cultural variability in the link between environmental concern and support for environmental action.Psychological Science, 27(10), 1331-1339.
Glynn, S. A.,Kleinman, S. H.,Schreiber,G. B.,Zuck, T.,Combs, S. M., Bethel, J.,... Williams, A. E.(2010).Motivations to donate blood:Demographic comparisons.Transfusion, 42(2), 216-225.
Goldstein, N. J., Cialdini, R. B.,&Griskevicius, V.(2008). A room with a viewpoint:Using social norms to motivate environmental conservation in hotels. Journal of Consumer Research,35(3), 472-482.
Halpern, D.(2015). The Rise of Psychology in Policy:The UK's de facto council of psychological science advisers.Perspectives on Psychological Science, 10(6), 768-771.
Khonsari, S., Subramanian, P., Chinna, K., Latif, L. A., Ling,L. W.,&Gholami, O.(2015). Effect of a reminder system using an automated short message service on medication adherence following acute coronary syndrome. European Journal of Cardiovascular Nursing, 14(2), 170-179.
Kormos, C., Gifford, R.,&Brown, E.(2014). The influence of descriptive social norm information on sustainable transportation behavior:A field experiment. Environment&Behavior, 47(5),479-501.
Lapinski,M. K.,&Rimal,R. N.(2010). An explication of social norms. Communication Theory, 15(2), 127-147.
Mellstrom, C.,&Johannesson, M.(2008). Crowding out in blood donation:Was Titmuss right? Journal of theEuropean Economic Association, 6(4), 845-863.
Nolan, J. M., Schultz, P. W., Cialdini, R. B., Goldstein, N. J.,&Griskevicius, V.(2008). Normative social influence is underdetected. Personality and Social Psychology Bulletin,34(7), 913-923.
Oborne, D. J.,&Bradley, S.(1975). Blood donor and nondonor motivation:A transnational replication. Journal of Applied Psychology, 60(3), 409-410.
Rimal, R. N., Lapinski, M. K., Cook, R. J.,&Real, K.(2005). Moving toward a theory of normative influences:How perceived benefits and similarity moderate the impact of descriptive norms on behaviors. Journal of Health Communication,10(5),433-450.
Rimal, R. N.,&Real, K.(2005). How behaviors are influenced by perceived norms:A test of the theory of normative social behavior. Communication Research,32(3), 389-414.
Savani,K., Wadhwa,M., Uchida,Y., Ding,Y.,&Naidu, N. V.R.(2015). When norms loom larger than the self:Susceptibility of preference-choice consistency to normative influence across cultures. Organizational Behavior and Human Decision Processes, 129, 70-79.
Schultz,P. W.,Nolan,J. M.,Cialdini,R. B.,Goldstein,N. J.,&Griskevicius, V.(2007). The constructive, destructive,and reconstructive power of social norms. Psychological Science, 18(5), 429-434.
Szaszi, B., Palinkas, A., Palfi, B., Szollosi, A.,&Aczel, B.(2017). A systematic scoping review of the choice architecture movement:Toward understanding when and why nudges work.Journal of Behavioral Decision Making, 31(3),35-366.https://onlinelibrary.wiley.com/doi/full/10.1002/bdm.2035
Thaler, R. H.,&Sunstein, C. R.(2008). Nudge:improving decisions about health, wealth and happiness. New Haven,CT:Yale University Press.
Vinnell,L. J.,Milfont,T. L.,&McClure,J.(2018). Do social norms affect support for earthquake-strengthening legislation? Comparing the effects of descriptive and injunctive Norms. Environment and Behavior, https://doi.org/10.1177/0013916517752435
World Health Organization.(2017). Global status report on blood safety and availability 2016. Retrieved 2017 from http://www.who.int/bloodsafety/global_database/en/
175%的数据来源于我们在某节人力资源课程的问卷调查。我们通过问卷调查,询问了学生参加义务献血的意愿,大约75%的学生表示愿意参加义务献血。
2在本实验里,有些被试虽然勾选了“A.愿意”选项,但是没有留下姓名和电话,这部分被试被作为没有献血意愿处理。如果把这部分被试也作为有意愿的被试处理,献血意愿的统计结果为:呼吁组47人(24.5%),描述性规范组74人(37.8%,χ~2=7.97, p=0.005,φ=0.142),与现在分析结果相似。
3在本实验里,有些被试虽然勾选了“A.愿意”选项,但是没有留下姓名和电话,这部分被试被作为没有献血意愿处理。如果把这部分被试也作为有意愿的被试处理,献血意愿的统计结果为:呼吁组46人(25.3%),描述性规范组65人(37.1%,χ~2=5.87, p=0.015,φ=0.127),与现在分析结果相似。
唐河山,冯子阳,牟显尧,吴春燕,王子,钱宝华.(2017).采血车无偿献血者献血认知及动机分析.中国输血杂志,30(7), 799-800.
王良燕,韩冰,叶子.(2016).基于自我建构的社会规范中西差异化研究.系统管理学报,25(3),395-404.
韦庆旺,孙健敏.(2013).对环保行为的心理学解读——规范焦点理论述评.心理科学进展,21(4), 751-760.
殷群.(2013).我国无偿献血现状、问题及对策研究(硕士学位论文).苏州大学.
张红涛,王二平.(2007).态度与行为关系研究现状及发展趋势.心理科学进展,15(1), 163-168.
Akhu-Zaheya, L. M.,&Shiyab, W. E. Y.(2017). The effect of short message system(SMS)reminder on adherence to a healthy diet, medication, and cessation of smoking among adult patients with cardiovascular diseases.International Journal of Medical Informatics, 98, 65-75.
Benartzi, S., Beshears, J., Milkman, K. L., Sunstein, C. R.,Thaler, R. H., Shankar, M.,... Galing, S.(2017). Shouldgovernments invest more in nudging? Psychological Science, 28(8), 1-15.
Brewer,N. T., Chapman,G. B.,Rothman,A. J.,Leask,J.,&Kempe, A.(2017). Increasing vaccination:Putting psychological science into action. Psychological Science in the Public Interest, 18(3), 149-207.
Cialdini, R. B., Kallgren, C. A.,&Reno, R. R.(1991). A focus theory of normative conduct:A theoretical refinement and reevaluation of the role of norms in human behavior.Advances in Experimental Social Psychology, 24(1), 201-234.
Cialdini, R. C., Reno, R. R.,&Kallgren, C. A.(1990). A focus theory of normative conduct:Recycling the concept of norms to reduce littering in public places. Journal of Personality and Social Psychology, 58, 1015-1026.
Eon, K., Kim, H. S., Sherman, D. K.,&Ishii, K.(2016).Cultural variability in the link between environmental concern and support for environmental action.Psychological Science, 27(10), 1331-1339.
Glynn, S. A.,Kleinman, S. H.,Schreiber,G. B.,Zuck, T.,Combs, S. M., Bethel, J.,... Williams, A. E.(2010).Motivations to donate blood:Demographic comparisons.Transfusion, 42(2), 216-225.
Goldstein, N. J., Cialdini, R. B.,&Griskevicius, V.(2008). A room with a viewpoint:Using social norms to motivate environmental conservation in hotels. Journal of Consumer Research,35(3), 472-482.
Halpern, D.(2015). The Rise of Psychology in Policy:The UK's de facto council of psychological science advisers.Perspectives on Psychological Science, 10(6), 768-771.
Khonsari, S., Subramanian, P., Chinna, K., Latif, L. A., Ling,L. W.,&Gholami, O.(2015). Effect of a reminder system using an automated short message service on medication adherence following acute coronary syndrome. European Journal of Cardiovascular Nursing, 14(2), 170-179.
Kormos, C., Gifford, R.,&Brown, E.(2014). The influence of descriptive social norm information on sustainable transportation behavior:A field experiment. Environment&Behavior, 47(5),479-501.
Lapinski,M. K.,&Rimal,R. N.(2010). An explication of social norms. Communication Theory, 15(2), 127-147.
Mellstrom, C.,&Johannesson, M.(2008). Crowding out in blood donation:Was Titmuss right? Journal of theEuropean Economic Association, 6(4), 845-863.
Nolan, J. M., Schultz, P. W., Cialdini, R. B., Goldstein, N. J.,&Griskevicius, V.(2008). Normative social influence is underdetected. Personality and Social Psychology Bulletin,34(7), 913-923.
Oborne, D. J.,&Bradley, S.(1975). Blood donor and nondonor motivation:A transnational replication. Journal of Applied Psychology, 60(3), 409-410.
Rimal, R. N., Lapinski, M. K., Cook, R. J.,&Real, K.(2005). Moving toward a theory of normative influences:How perceived benefits and similarity moderate the impact of descriptive norms on behaviors. Journal of Health Communication,10(5),433-450.
Rimal, R. N.,&Real, K.(2005). How behaviors are influenced by perceived norms:A test of the theory of normative social behavior. Communication Research,32(3), 389-414.
Savani,K., Wadhwa,M., Uchida,Y., Ding,Y.,&Naidu, N. V.R.(2015). When norms loom larger than the self:Susceptibility of preference-choice consistency to normative influence across cultures. Organizational Behavior and Human Decision Processes, 129, 70-79.
Schultz,P. W.,Nolan,J. M.,Cialdini,R. B.,Goldstein,N. J.,&Griskevicius, V.(2007). The constructive, destructive,and reconstructive power of social norms. Psychological Science, 18(5), 429-434.
Szaszi, B., Palinkas, A., Palfi, B., Szollosi, A.,&Aczel, B.(2017). A systematic scoping review of the choice architecture movement:Toward understanding when and why nudges work.Journal of Behavioral Decision Making, 31(3),35-366.https://onlinelibrary.wiley.com/doi/full/10.1002/bdm.2035
Thaler, R. H.,&Sunstein, C. R.(2008). Nudge:improving decisions about health, wealth and happiness. New Haven,CT:Yale University Press.
Vinnell,L. J.,Milfont,T. L.,&McClure,J.(2018). Do social norms affect support for earthquake-strengthening legislation? Comparing the effects of descriptive and injunctive Norms. Environment and Behavior, https://doi.org/10.1177/0013916517752435
World Health Organization.(2017). Global status report on blood safety and availability 2016. Retrieved 2017 from http://www.who.int/bloodsafety/global_database/en/
175%的数据来源于我们在某节人力资源课程的问卷调查。我们通过问卷调查,询问了学生参加义务献血的意愿,大约75%的学生表示愿意参加义务献血。
2在本实验里,有些被试虽然勾选了“A.愿意”选项,但是没有留下姓名和电话,这部分被试被作为没有献血意愿处理。如果把这部分被试也作为有意愿的被试处理,献血意愿的统计结果为:呼吁组47人(24.5%),描述性规范组74人(37.8%,χ~2=7.97, p=0.005,φ=0.142),与现在分析结果相似。
3在本实验里,有些被试虽然勾选了“A.愿意”选项,但是没有留下姓名和电话,这部分被试被作为没有献血意愿处理。如果把这部分被试也作为有意愿的被试处理,献血意愿的统计结果为:呼吁组46人(25.3%),描述性规范组65人(37.1%,χ~2=5.87, p=0.015,φ=0.127),与现在分析结果相似。