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题名	外在线索如何有效激活社会规范？不同标识对影院乱丢垃圾行为的影响
作者	于赛赛
答辩日期	2020-01
文献子类	硕士
授予单位	中国科学院心理研究所
授予地点	中国科学院心理研究所
其他责任者	张警吁
关键词	描述性规范 命令性规范 外在线索 不同标识 乱丢垃圾行为
学位名称	理学硕士（同等学力硕士）
其他题名	How does External Clues Effectively Activate Social Norms？ The Impact of Different Signs on The Littering in Cinemas
学位专业	应用心理学
中文摘要	In the past few years, the government and society have attached increasing importance to garbage management. The public garbage is regulated and guided though policy guidance, publicity and education. With the new round of cultural consumption upgrade, cinemas have become a place frequented by people during leisure time. However, littering is also becoming more common in cinemas which will directly affect the audience's viewing experience. Therefore, new methods and social participation will be needed to reduce littering in cinemas. In this paper, we use external clues to guide the audiences how to deal with the garbage generated in cinemas with different identification and prompt message. The prompts message with descriptive norm were shown to the audience before he/she watch movies. Then different types of character models and garbage bags were combined to show to the audience after he/she finishes watching the movie, that remind the audience again to throw the garbage into the right place by means of explicit activation. Six different entry prompts (the fuzzy descriptive normative text, the accurate descriptive normative text, the descriptive normative pictures, ambiguous social descriptive norms, Combination of text and picture, textual and pictorial combination of figurative social descriptive norms, no prompt information) * three types of prompts messages placed on the exit (recognition, erect action character model and garbage bag combination; expression smile, bend action character model and garbage bag combination; only the garbage bag) were combined used in Experiment 1 which is in the form of a questionnaire. Each subject was randomly treated with a scene in each cases. Then they read three different urgency stories, assessed the protagonist's littering behavior in the story and gave a score. The results show that the effect is most significant during the cases of the fuzzy descriptive normative text and picture combination and the precise descriptive specification of the text and picture combination with the most urgent scene story B score. In order to make up for the lack of expression recognition, the character image model of the uniform of clothing is compared with the figure of ordinary costumes, and the effect of majesty is added on the basis of serious expression in the field experiment. Due to the insufficient number of experiments, the effects are not significant compared with the non-intervention condition. However, the results show that the influence of the image of the smiling face and the stooping movement on the littering behavior of the audience is consistent with the trend of the questionnaire experiment, which may lead to more littering behavior.
英文摘要	近年来，垃圾治理问题得到了政府和社会各界的关注，通过政策指引和宣传教育等诸多手段对公众垃圾投放进行规范引导。随着新一轮文化消费升级，电影院成为人们休闲时间经常光顾的地方。在电影院中，观众乱丢垃圾的行为更是屡见不鲜。如果乱丢垃圾行为在电影院环境中成为一种习惯，将直接影响观众的观影体验，那么就需要通过更多的说服手段、实施更大力度的社会参与来实现减少乱丢垃圾行为。本研究利用外在线索，通过不同标识提示信息，指导观众如何处理观影过程中产生的垃圾。采取对观众入场时进行描述性标识信息的提示，在观众结束观影后加入不同类型的人物模型与垃圾袋组合的命令性规范标识进行干预，以显性激活的方式再次提醒观众主动将垃圾丢入垃圾袋中。实验一通过模拟情境问卷实验设置了6种不同的观众入场口提示标识(模糊性社会描述性规范文字、精确性社会描述性规范文字、社会描述性规范的图片、模糊性社会描述性规范的文字与图片组合、精确性社会描述性规范的文字与图片组合、无提示信息)*3种观众出场口放置的提示标识(表情严肃、直立动作的人物形象模型与垃圾袋组合；表情微笑、弯腰动作的人物形象模型与垃圾袋组合；仅放置垃圾袋)的被试间设计，18种情况下中每个被试随机接受一种场景的处理，被试看完三种不同紧急程度的故事，对故事中的主人公乱丢垃圾行为进行评定并给出一个分数，结果显示在情况最紧急的场景故事B评分中，模糊性描述性规范的文字与图片组合、精确性描述性规范的文字与图片组合分别与表情严肃、直立动作的人物形象模型与垃圾袋组合提示效果最显著。在实验二的实地实验中，为了弥补表情识别的差异等带来的不足，加入服装装束为制服的人物形象模型与普通服装装束的人物形象形成对比，并在表情严肃的基础上增加威严的效果。虽然由于实验场次不足等原因，(1)弯腰动作、表情微笑、身着普通服饰的人物模型，(2)直立动作、表情严肃、身着普通服饰人物模型，(3)直立动作、表情威严、身着制服的人物模型分别与垃圾袋组合摆放与(4)仅放置垃圾袋相比，三种人物形象的效果与无干预条件相比并不显著，但结果显示形象为表情微笑、弯腰动作的人物形象对观众乱丢垃圾行为的影响与问卷实验趋势一致，即可能会产生更多的乱丢垃圾行为。
语种	中文
内容类型	学位论文
源URL	[http://ir.psych.ac.cn/handle/311026/41563]
专题	心理研究所_社会与工程心理学研究室
推荐引用方式 GB/T 7714	于赛赛. 外在线索如何有效激活社会规范？不同标识对影院乱丢垃圾行为的影响[D]. 中国科学院心理研究所. 中国科学院心理研究所. 2020.

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