本論文發現了一個有趣的实证现象。在涉及假设的产品选择和实际的捐赠行为的四个实验中，我們發現從事一項協同的行为可以增加人們在后续的一項无关的消费决策中的趨同性，但是观察協同的行為卻降低了這種趨同性。本研究還闡明了这些效應的两个边界条件，第一，當旁觀者與當事人共享行為的結果時，旁觀者的趨同性傾向會提高 ；第二，與實際參與某項協同性的活動不同，當當事人只是預期一項將要發生的協同行為時，他們在後續無關的消費決策中 趨同性下降。这些結果適用于在认知与动机的相互作用下的某行為對其他、 無關的情况下行为的影响。而且，这项研究發現了一個新的當事人－旁觀者差異的方面，即當事人和旁觀者在進行協同性的行為時注意力的不同并導致後續行為上的不一樣，因此對這方面的文獻也有所貢獻。 / This research documents an intriguing empirical phenomenon. That is, acting synchrony behavior increases individuals’ tendency to conform in subsequent unrelated consumer decisions whereas observing it reduces this tendency. This phenomenon is demonstrated in four experiments involving both hypothetic product choice and real donation behavior measures. The present research also identifies two boundary conditions of these effects. First, when observers’ outcomes are tied to actors’ success in performing synchronous behavior, their conformity tendency increases. Second, anticipated synchrony decreases, whereas actual synchrony increases it. These effects have general implications for the interplay of both cognition and motivation in determining the effects of behavior in one situation on the behavior in other, unrelated situations. Also, this research contributes to the actor-observer difference literature by identifying a new effect of the different focus of actors and observers on consumer decisions. / Detailed summary in vernacular field only. / Dong, Ping. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2012. / Includes bibliographical references (leaves 31-35). / Abstracts also in Chinese. / ABSTRACT (ENGLISH) --- p.i / ABSTRACT (CHINESE) --- p.ii / ACKNOWLEDGEMENT --- p.iii / TABLE OF CONTENTS --- p.iv / Chapter LIST OF TABLES --- p.v / Chapter 1 --- INTRODUCTION --- p.1 / Chapter 2 --- THEORETICAL BACKGROUND --- p.3 / Chapter 2.1 --- Cognitive Responses to Interpersonal Synchrony --- p.3 / Chapter 2.2 --- The Role of Mindset and Production in Information Processing --- p.4 / Chapter 2.3 --- Effects of Psychological Reactance --- p.6 / Chapter 2.4 --- Actor-Observer Differences in Reactions to Behavior --- p.7 / Chapter 2.5 --- Qualifications --- p.9 / Chapter 2.6 --- Overview of Experiments --- p.10 / Chapter 3 --- EXPERIMENT 1 --- p.11 / Chapter 3.1 --- Method --- p.12 / Chapter 3.2 --- Results and Discussion --- p.13 / Chapter 4 --- EXPERIMENT 2 --- p.15 / Chapter 4.1 --- Method --- p.15 / Chapter 4.2 --- Results and Discussion --- p.16 / Chapter 5 --- EXPERIMENT 3 --- p.19 / Chapter 5.1 --- Method --- p.20 / Chapter 5.2 --- Results and Discussion --- p.22 / Chapter 6 --- EXPERIMENT 4 --- p.24 / Chapter 6.1 --- Method --- p.25 / Chapter 6.2 --- Results and Discussion --- p.26 / Chapter 7 --- GENERAL DISCUSSION --- p.27 / REFERENCES --- p.31 / BIBLIOGRAPHY --- p.40
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_328650 |
| Date | January 2012 |
| Contributors | Dong, Ping , 1987-, Chinese University of Hong Kong Graduate School. Division of Business Administration. |
| Source Sets | The Chinese University of Hong Kong |
| Language | English, Chinese |
| Detected Language | English |
| Type | Text, bibliography |
| Format | electronic resource, electronic resource, remote, 1 online resource (v, 40 leaves) |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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