创造性产品评价中的从众效应

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张红¹, 任靖远¹, 刘晨阳¹, 罗劲¹^,²(

)

1 首都师范大学心理学院, 北京市“学习与认知”重点实验室, 北京 100048
2 北京脑科学与类脑研究中心, 北京102206

收稿日期:2018-07-11出版日期:2019-06-25发布日期:2019-04-25
通讯作者:罗劲E-mail:luoj@psych.ac.cn

基金资助:* 首都师范大学科技创新服务能力建设-基本科研业务费科研类(025-185305000);北京市教委市属高校创新能力提升计划项目(TJSH20161002801);国家自然科学基金面上项目(31671124);国家自然科学基金面上项目资助(31871093)

Conformity effect of the evaluation of creative products

ZHANG Hong¹, REN jingyuan¹, LIU Chenyang¹, LUO Jing¹^,²(

)

1 Beijing Key Laboratory of “Learning & Cognition”, school of Psychology, Capital Normal University, Beijing 100048, China
2 Chinese Institute for Brain Research, Beijing 102206, China

Received:2018-07-11Online:2019-06-25Published:2019-04-25
Contact:LUO Jing E-mail:luoj@psych.ac.cn

摘要/Abstract

摘要： 尽管对从众效应已经开展了广泛的研究, 但对于创造性产品的评价是否存在从众效应仍有待探讨。本实验以原创性程度不同的两类创造性产品——“创新产品”和“革新产品” ——为材料, 采用“初次评价-从众诱导-延时再评”的实验程序, 研究了人们在创造性产品的两个基本维度——新颖性和实用性——的感知和评价上是否存在从众效应。结果发现, 两类产品在两个维度的评价上都存在从众效应; 但“创新产品”在实用性维度的评价上比“革新产品”更容易从众。实验进一步比较了被试在做出两个维度的评价时其确定性程度有无差异, 发现被试在对“创新产品”进行实用性评价时所伴随的不确定感较之革新产品更强, 这提示可能是对“创新产品”进行实用性判断时所具有的更大的不确定感导致了从众程度的增加。

图/表 7

图1产品图片举例注：革新产品是指在原型产品的基础上经过创新改造而成的新产品, 比如六刃西瓜刀就是在普通菜刀(普通菜刀就是六刃西瓜刀的原型产品)的基础上多加了两片刀刃而成的新产品。创新产品是根据创造灵感产生的绝对新颖的产品, 如单手看书器就是没有原型的全新产品。

图1产品图片举例注：革新产品是指在原型产品的基础上经过创新改造而成的新产品, 比如六刃西瓜刀就是在普通菜刀(普通菜刀就是六刃西瓜刀的原型产品)的基础上多加了两片刀刃而成的新产品。创新产品是根据创造灵感产生的绝对新颖的产品, 如单手看书器就是没有原型的全新产品。

表1筛选后的两类产品在各维度的平均分M (± SD), 及各维度上的差异检验t值

产品类型	理解时间(ms)	新颖性评分	实用性评分	复杂性评分	可理解性评分	有无原型	是否见过
创新产品	5120 (± 1088)	5.91 (± 0.6)	5.80 (± 0.6)	4.46 (± 1.1)	6.06 (± 0.4)	0.45 (± 0.2)	0.17 (± 0.1)
革新产品	5321 (± 1000)	6.09 (± 0.3)	5.75 (± 0.6)	4.54 (± 0.8)	6.06 (± 0.5)	0.56 (± 0.1)	0.16 (± 0.1)
t值	-0.816	-1.446	0.336	-0.328	-0.016	-2.74**	0.626

表1筛选后的两类产品在各维度的平均分M (± SD), 及各维度上的差异检验t值

产品类型	理解时间(ms)	新颖性评分	实用性评分	复杂性评分	可理解性评分	有无原型	是否见过
创新产品	5120 (± 1088)	5.91 (± 0.6)	5.80 (± 0.6)	4.46 (± 1.1)	6.06 (± 0.4)	0.45 (± 0.2)	0.17 (± 0.1)
革新产品	5321 (± 1000)	6.09 (± 0.3)	5.75 (± 0.6)	4.54 (± 0.8)	6.06 (± 0.5)	0.56 (± 0.1)	0.16 (± 0.1)
t值	-0.816	-1.446	0.336	-0.328	-0.016	-2.74**	0.626

图2实验程序流程图注：在第一阶段的实验中, 先让被试对产品的实用性(新颖性)进行评价, 随后同时呈现200名大学生的平均评价和被试的评价。30分钟后, 要求被试在第二阶段的实验中对第一阶段评价的产品再评价一次。

图3创造性产品实用性评价从众效应注：A图为被试前后两次实用性评分的差异检验; B图为实用性评价时从众调节方式和产品类型的交互效应比较 *表示p < 0.05, **表示p < 0.01。误差线表示标准误。

图4被试前后两次评价变异(标准差)的分布情况注：图4A为实验1a实用性评价前后两次的变异情况; 图4B为实验1b新颖性评价前后两次的变异情况

图5创造性产品新颖性评价从众效应注：A图为被试前后两次新颖性评分的差异检验; B图为新颖性评价时从众调节方式和产品类型的交互效应比较 *表示p < 0.05, **表示p < 0.01。误差线表示标准误。

图6创新产品与革新产品实用性与新颖性评价的确定性程度评分注：**表示p < 0.01。误差线表示标准误。

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