快餐文化对内隐态度及决策行为的影响研究
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摘要
文化渗透并影响着人们的行为。近年来,随着“肯德基”、“麦当劳”等以追求速度和效率的西式餐饮文化涌入中国,“快餐文化”也在影响和改变着国人的生活模式。已有国外的研究表明,快餐店的密集程度与肥胖症患者的人数呈正相关,而究其原因并不在于肥胖者的饮食量增加,而在于他们日益增加的“紧迫感”进而导致的运动减少(Maddock,2004； Pereira, Kartashov, Ebbeling,Van Horn,Slattery,Jacobs,&Ludwig,2005)；有关“行为启动”的研究也证实,环境线索会启动特定的社会行为(Aarts&Dijksterhuis,2005；Frank&Gilovich,1988; Zhong&Leonardelli,2008:Fitzsimons, Chartrand,&Fitzsimons,2008).同时,国内的调查研究表明(陈染,2006),青少年因其特有的年龄及心理特征而逐渐成为“快餐文化”消费中最活跃的群体,校园则是“快餐流行地”；而根据团中央宣传部、中国青少年研究中心“青少年流行文化现象与对策研究”课题组对2710位大中学生的问卷调查结果发现,大多数学生都希望花最少的时间和精力来追求尽可能显著的效果。学者对此提出的解释是,随着中国经济改革的发展,快餐文化已以诸如口袋文学、商业影视剧或是速成培训班等多种形式渗透到人们日常生活的每个角落,进而改变和塑造着人们诸事求“快”的价值观。
基于以上来自普遍存在的社会现象与科学研究数据的结合,印证了快餐文化对人们行为模式的影响。然而,快餐文化在改变人们行为模式时,其背后的心理机制是什么?我们推测,快餐概念的启动将会自动地导致人们产生节约时间的行为。也就是说,快餐的构成和形式通过影响个体无意识心理层面的态度体系日渐塑造个体出现“快”和“省”的价值观；而行为模式的改变则是以态度为中心的价值观导向之下的自动化表现。鉴于此,本研究基于两个层面——快餐文化对人们态度形成的影响和快餐文化对人们行为模式改变的影响——来验证快餐文化影响人们行为的无意识心理机制。在具体的操作中,研究分为三个部分四个系列实验进行：实验一分别从外显层面和内隐层而来检测被试对快餐食物原本的态度,实验二在增设了时间压力设置的情境下再次检测被试对快餐食物的态度体系；在此基础上,实验三选取延迟满足任务和阅读任务两种典型事件,来检测快餐文化对个体行为模式改变的无意识渗透和影响。基于以上,
研究得出了如下结论：
(1)就快餐食物本身而言,被试对其的态度在外显层面和内隐层面没有区别：都对于理性选择一致的食物类型持有更为积极的态度；
(2)在增设时间压力设置的情境下,被试对快餐食物的态度出现了外显层面和内隐层面的分离：快速决策组更偏向健康不好吃的食物,而慢速决策组则在两类食物之间并没有显著性差异；
(3)快餐文化能够影响个体决策行为和非决策行为的模式：快餐logo启动条件下,被试在延迟满足任务和阅读任务中均表现出了行为模式“加快”的倾向。
综合以上,研究证实了“快餐文化”从态度和行为两个层面对个体价值观取向形成和生活方式改变产生的影响作用。
Cultural infiltrates and influences people's behavior. With the recent influx of fast food restaurants such as McDonalds and KFC in China,"fast food culture" is becoming more influential and changing the lifestyles of Chinese citizens. There are already a number of studies that show the concentration of fast food restaurants is directly related to obesity; the cause of this phenomenon is not because of increased consumption, but an increased sense of urgency that decreases exercise (Maddock,2004; Pereira, Kartashov, Ebbeling, Van Horn, Slattery, Jacobs,&Ludwig,2005). Studies related to "behavioral priming" prove that environmental cues will trigger certain social behaviors (Aarts&Dijksterhuis,2005; Frank&Gilovich,1988; Zhong&Leonardelli,2008; Fitzsimons, Chartrand,&Fitzsimons,2008). Studies within China also show youths are the most active participants of "fast food culture" due to age and psychological characteristics (Chen Ran,2006); schools thus become the source for spreading this "fast food culture". According to China's central propaganda agency's youth studies department, the findings of one questionnaire of2710middle school students show that most students wish to spend the least amount of time to achieve the most significant results. Expert's interpretation of this phenomenon signifies that as the Chinese economy grows,"fast food culture" also grows into various forms that penetrate into people's daily lives; slowly changing and shaping our "fastness" values.
Based on the above common social phenomenon combined with scientific research data, the impact of the fast food culture on people's behavior patterns is confirmed. However, what are the psychological mechanisms behind the behavioral changes brought on by fast food culture? We believe that the fast food concept automatically triggers the behavior of "time saving". In other words, the fast food concept influences behavior in the subconscious level, bringing about an individual's "fast" and "save" values. Thus, patterns of behavior changes are based on the automatic occurrences of value-oriented attitude in people. This study is based on two levels-the impact of fast food culture on people's attitude and the impact of these changes in people's behavior patterns; we will then verify fast food culture does indeed affects people's unconscious psychological mechanisms. Specific experiment procedure is divided into three parts, four series:The first experiment detects the subject's basic attitude towards fast food implicitly and explicitly. The second experiment added the element of time pressure. The third experiment utilizes the delay of gratification task and reading task to detect unconscious penetration and impact of the fast food culture on individual decision and non-decision behavior patterns change. Based on these experiments, the following conclusions were found:
(1) Based on just fast food itself, there was no difference in the subjects'implicit and explicit attitude:food type chosen was based on rationality.
(2) With the added time pressure, the subjects' attitudes were consistent with their original attitude explicitly, and reversed implicitly.
(3) Fast-food culture can influence individual behavior patterns change:With the assist of fast food logos, subjects in the delay of gratification tasks and reading tasks showed a pattern of behavior "speed up" tendencies.
In conclusion, these experiments confirmed that fast food culture, at the attitude and behavior level does indeed influence and change individual values and lifestyles.
基于以上来自普遍存在的社会现象与科学研究数据的结合,印证了快餐文化对人们行为模式的影响。然而,快餐文化在改变人们行为模式时,其背后的心理机制是什么?我们推测,快餐概念的启动将会自动地导致人们产生节约时间的行为。也就是说,快餐的构成和形式通过影响个体无意识心理层面的态度体系日渐塑造个体出现“快”和“省”的价值观；而行为模式的改变则是以态度为中心的价值观导向之下的自动化表现。鉴于此,本研究基于两个层面——快餐文化对人们态度形成的影响和快餐文化对人们行为模式改变的影响——来验证快餐文化影响人们行为的无意识心理机制。在具体的操作中,研究分为三个部分四个系列实验进行：实验一分别从外显层面和内隐层而来检测被试对快餐食物原本的态度,实验二在增设了时间压力设置的情境下再次检测被试对快餐食物的态度体系；在此基础上,实验三选取延迟满足任务和阅读任务两种典型事件,来检测快餐文化对个体行为模式改变的无意识渗透和影响。基于以上,
研究得出了如下结论：
(1)就快餐食物本身而言,被试对其的态度在外显层面和内隐层面没有区别：都对于理性选择一致的食物类型持有更为积极的态度；
(2)在增设时间压力设置的情境下,被试对快餐食物的态度出现了外显层面和内隐层面的分离：快速决策组更偏向健康不好吃的食物,而慢速决策组则在两类食物之间并没有显著性差异；
(3)快餐文化能够影响个体决策行为和非决策行为的模式：快餐logo启动条件下,被试在延迟满足任务和阅读任务中均表现出了行为模式“加快”的倾向。
综合以上,研究证实了“快餐文化”从态度和行为两个层面对个体价值观取向形成和生活方式改变产生的影响作用。
Cultural infiltrates and influences people's behavior. With the recent influx of fast food restaurants such as McDonalds and KFC in China,"fast food culture" is becoming more influential and changing the lifestyles of Chinese citizens. There are already a number of studies that show the concentration of fast food restaurants is directly related to obesity; the cause of this phenomenon is not because of increased consumption, but an increased sense of urgency that decreases exercise (Maddock,2004; Pereira, Kartashov, Ebbeling, Van Horn, Slattery, Jacobs,&Ludwig,2005). Studies related to "behavioral priming" prove that environmental cues will trigger certain social behaviors (Aarts&Dijksterhuis,2005; Frank&Gilovich,1988; Zhong&Leonardelli,2008; Fitzsimons, Chartrand,&Fitzsimons,2008). Studies within China also show youths are the most active participants of "fast food culture" due to age and psychological characteristics (Chen Ran,2006); schools thus become the source for spreading this "fast food culture". According to China's central propaganda agency's youth studies department, the findings of one questionnaire of2710middle school students show that most students wish to spend the least amount of time to achieve the most significant results. Expert's interpretation of this phenomenon signifies that as the Chinese economy grows,"fast food culture" also grows into various forms that penetrate into people's daily lives; slowly changing and shaping our "fastness" values.
Based on the above common social phenomenon combined with scientific research data, the impact of the fast food culture on people's behavior patterns is confirmed. However, what are the psychological mechanisms behind the behavioral changes brought on by fast food culture? We believe that the fast food concept automatically triggers the behavior of "time saving". In other words, the fast food concept influences behavior in the subconscious level, bringing about an individual's "fast" and "save" values. Thus, patterns of behavior changes are based on the automatic occurrences of value-oriented attitude in people. This study is based on two levels-the impact of fast food culture on people's attitude and the impact of these changes in people's behavior patterns; we will then verify fast food culture does indeed affects people's unconscious psychological mechanisms. Specific experiment procedure is divided into three parts, four series:The first experiment detects the subject's basic attitude towards fast food implicitly and explicitly. The second experiment added the element of time pressure. The third experiment utilizes the delay of gratification task and reading task to detect unconscious penetration and impact of the fast food culture on individual decision and non-decision behavior patterns change. Based on these experiments, the following conclusions were found:
(1) Based on just fast food itself, there was no difference in the subjects'implicit and explicit attitude:food type chosen was based on rationality.
(2) With the added time pressure, the subjects' attitudes were consistent with their original attitude explicitly, and reversed implicitly.
(3) Fast-food culture can influence individual behavior patterns change:With the assist of fast food logos, subjects in the delay of gratification tasks and reading tasks showed a pattern of behavior "speed up" tendencies.
In conclusion, these experiments confirmed that fast food culture, at the attitude and behavior level does indeed influence and change individual values and lifestyles.
引文
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