创造性产品评价中的从众效应
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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。
Although previous studies have found that a conformity effect exists widely, whether people are affected by groups in the evaluation of creative products, the new products with the basic characteristics of novelty and practicability, remains a question to be studied. Compared to artistic products, such products are closely related to real life, reflecting actual creativity, and they are typical creative products in life. Although such products reveal new perspectives for consumers, they also promote a sense of uncertainty. Research shows that when faced with uncertainty, participants are more likely to follow others. Almost all studies on this subject have involved the evaluation of creativity, yet novelty and practicability are two important aspects of creativity.Researchers have studied the characteristics of creativity or creative products; however, creative products can be divided into innovative products and renovative products according to their originality. Therefore, we plan to compare the conformity effect of the two kinds of creative products in the evaluation of novelty and practicability in this study.An "initial evaluation-conformity induced-delay re-evaluation" paradigm was used in Experiment 1, in which participants were first asked to evaluate the practicability(or novelty) of creative products; then the 200 undergraduates' average rating and the participants' own ratings were revealed. The group rating would be revealed as higher or lower than or similar to the participants' rating. Thirty-minutes later, participants evaluated the task again were entirely unexpected. To further analyze the difference in conformity degree between the two types of creative products, the subjects were required to make a certainty judgment on the novelty and practicality of the product in Experiment 2.Experiment 1 revealed that participants had decreased their practicability(or novelty) ratings when the group rating was lower than their first rating, increased their practicability(or novelty) ratings when the group rating was higher than their first rating, and did not change their ratings significantly when the group rating was comparable to their first rating. In the evaluation of practicability, it was found that the conformity of variation(the second rating – the first rating) of innovative products was significantly higher than that of renovative products. Nevertheless, in the evaluation of novelty, the two types of creative products had the same conformity of variation. Similarly, Experiment 2 found that the uncertainty of the evaluation of the practicability of the innovative product was greater than that of the renovative product. In the evaluation of the novelty of the two kinds of products, the degree of uncertainty was the same.In summary, both the evaluation of novelty and the practicability of creative products had a conformity effect. In the practicality evaluation of innovative products, it was easier for respondents to follow others, which might be caused by the greater uncertainty in the practical evaluation of innovative products than in that of renovative products. Nevertheless, in the absence of knowledge of new things, blindly following the crowd is likely to have unimaginable consequences. For long-term development, we should fully understand that innovative products are practical and decide what to do the next.
Although previous studies have found that a conformity effect exists widely, whether people are affected by groups in the evaluation of creative products, the new products with the basic characteristics of novelty and practicability, remains a question to be studied. Compared to artistic products, such products are closely related to real life, reflecting actual creativity, and they are typical creative products in life. Although such products reveal new perspectives for consumers, they also promote a sense of uncertainty. Research shows that when faced with uncertainty, participants are more likely to follow others. Almost all studies on this subject have involved the evaluation of creativity, yet novelty and practicability are two important aspects of creativity.Researchers have studied the characteristics of creativity or creative products; however, creative products can be divided into innovative products and renovative products according to their originality. Therefore, we plan to compare the conformity effect of the two kinds of creative products in the evaluation of novelty and practicability in this study.An "initial evaluation-conformity induced-delay re-evaluation" paradigm was used in Experiment 1, in which participants were first asked to evaluate the practicability(or novelty) of creative products; then the 200 undergraduates' average rating and the participants' own ratings were revealed. The group rating would be revealed as higher or lower than or similar to the participants' rating. Thirty-minutes later, participants evaluated the task again were entirely unexpected. To further analyze the difference in conformity degree between the two types of creative products, the subjects were required to make a certainty judgment on the novelty and practicality of the product in Experiment 2.Experiment 1 revealed that participants had decreased their practicability(or novelty) ratings when the group rating was lower than their first rating, increased their practicability(or novelty) ratings when the group rating was higher than their first rating, and did not change their ratings significantly when the group rating was comparable to their first rating. In the evaluation of practicability, it was found that the conformity of variation(the second rating – the first rating) of innovative products was significantly higher than that of renovative products. Nevertheless, in the evaluation of novelty, the two types of creative products had the same conformity of variation. Similarly, Experiment 2 found that the uncertainty of the evaluation of the practicability of the innovative product was greater than that of the renovative product. In the evaluation of the novelty of the two kinds of products, the degree of uncertainty was the same.In summary, both the evaluation of novelty and the practicability of creative products had a conformity effect. In the practicality evaluation of innovative products, it was easier for respondents to follow others, which might be caused by the greater uncertainty in the practical evaluation of innovative products than in that of renovative products. Nevertheless, in the absence of knowledge of new things, blindly following the crowd is likely to have unimaginable consequences. For long-term development, we should fully understand that innovative products are practical and decide what to do the next.
引文
Amabile,T.M.(1982).Social psychology of creativity:Aconsensual assessment technique.Journal of Personality&Social Psychology,43(5),997-1013.
Asch,S.E.(1951).Effects of group pressure upon the modification and distortion of judgments.In H.Guetzkow(Ed.),Groups,leadership and men:Research in human relations(pp.177-190).Oxford,England:Carnegie Press.
Berns,G.S.,Chappelow,J.,Zink,C.F.,Pagnoni,G.,MartinSkurski,M.E.,&Richards,J.(2005).Neurobiological correlates of social conformity and independence during mental rotation.Biological Psychiatry,58(3),245-253.
Besemer,S.P.(2000).To buy or not to buy:Predicting the willingness to buy from creative product variables.International Journal of Creativity&Problem Solving,10(2),5-18.
Campbell-Meiklejohn,D.K.,Kanai,R.,Bahrami,B.,Bach,D.R.,Dolan,R.J.,Roepstorff,A.,&Frith,C.D.(2012).Structure of orbitofrontal cortex predicts social influence.Current Biology,22(4),R123-R124.
Cialdini,R.B.,&Goldstein,N.J.(2004).Social influence:Compliance and conformity.Annual Review of Psychology,55,591-621.
Deutsch,M.,&Gerard,H.B.(1955).A study of normative and informational social influences upon individual judgement.Journal Abnormal and Social Psychology,51(3),629-636.
Diedrich,J.,Benedek,M.,Jauk,E.,&Neubauer,A.C.(2015).Are creative ideas novel and useful?Psychology of Aesthetics Creativity and the Arts,9(1),35-40.
Escalas,J.E.,&Bettman,J.R.(2005).Self-construal,reference groups,and brand meaning.Journal of Consumer Research,32(3),378-389.
Feldmann-Wüstefeld,T.,Schmidt-Daffy,M.,&Schub?,A.(2011).Neural evidence for the threat detection advantage:Differential attention allocation to angry and happy faces.Psychophysiology,48(5),697-707.
Franken,I.H.A.,Muris,P.,Nijs,I.,&van Strien,J.W.(2008).Processing of pleasant information can be as fast and strong as unpleasant information:implications for the negativity bias.Netherlands Journal of Psychology,64(4),168-176.
Gilson,L.L.,&Madjar,N.(2011).Radical and incremental creativity:Antecedents and processes.Psychology of Aesthetics Creativity and the Arts,5(1),21-28.
Gourville,J.T.(2006).Eager sellers and stony buyers:Understanding the psychology of new-product adoption.Harvard Business Review,84(6),98-106.
Haller,C.S.,Courvoisier,D.S.,&Cropley,D.H.(2011).Perhaps there is accounting for taste:Evaluating the creativity of products.Creativity Research Journal,23(2),99-109.
Herzenstein,M.,&Hoeffler,S.(2016).Of clouds and zombies:How and when analogical learning improves evaluations of really new products.Journal of Consumer Psychology,26(4),550-557.
Hoeffler,S.(2002).Conceptualizing newness and positioning really new products.Advances in Consumer Research,29(1),267-267.
Hoeffler,S.(2003).Measuring preferences for really new products.Journal of Marketing Research,40(4),406-420.
Hu,W.P.,Shi,Q.Z.,Han,Q.,Wang,X.Q.,&Adey,P.(2010).Creative scientific problem finding and its developmental trend.Creativity Research Journal,22(1),46-52.
Huang,F.R.,Chiu,C.Y.,&Luo,J.(2016).Neural pathway of renovative and innovative products appreciation.Scientific Reports,6,1-9.
Huang,Y-X.,&Luo,Y-J.(2006).Temporal course of emotional negativity bias:An ERP study.Neuroscience Letters,398(1-2),91-96.
Janes,L.M.,&Olson,J.M.(2000).Jeer pressures:The behavioral effects of observing ridicule of others.Personality&Social Psychology Bulletin,26(4),474-485.
Kaestner,E.J.,&Polich,J.(2011).Affective recognition memory processing and event-related brain potentials.Cognitive Affective&Behavioral Neuroscience,11(2),186-198.
Klucharev,V.,Hyt?nen,K.,Rijpkema,M.,Smidts,A.,&Fernández,G.(2009).Reinforcement learning signal predicts social conformity.Neuron,61(1),140-151.
Krasilo,T.A.(2005).The relation of person's creativity level and his or her attitude to creative activity products.Psychological Science&Education.(3),56-57.
Kristensson,P.,&Norlander,T.(2010).The creative product and the creative processes in virtual environments.Creativity and Innovation Management,12(1),32-40.
Lu,Y.,Musalem,A.,Olivares,M.,&Schilkrut,A.(2013).Measuring the effect of queues on customer purchases.Social Science Electronic Publishing,59(8),1743-1763.
Luo,J.,Niki,K.,&Phillips,S.(2004).Neural correlates of the'Aha!reaction'.Neuroreport,15(13),2013-2017.
Madjar,N.,Greenberg,E.,&Chen,Z.(2011).Factors for radical creativity,incremental creativity,and routine,noncreative performance.Journal of Applied Psychology,96(4),730-743.
Milgram,S.,Bickman,L.,&Berkowitz,L.(1969).Note on the drawing power of crowds of different size.Journal of Personality and Social Psychology,13(2),79-82.
Mueller,J.S.,Melwani,S.,&Goncalo,J.A.(2012).The bias against creativity:Why people desire but reject creative ideas.Psychological Science,23(1),13-17.
Mueller,J.S.,Wakslak,C.J.,&Krishnan,V.(2014).Construing creativity:The how and why of recognizing creative ideas.Journal of Experimental Social Psychology,51,81-87.
Mugge,R.,&Dahl,D.W.(2013).Seeking the ideal level of design newness:Consumer response to radical and incremental product design.Journal of Product Innovation Management,30(s1),34-47.
Mukherjee,A.,&Hoyer,W.D.(2001).The effect of novel attributes on product evaluation.Journal of Consumer Research,28(3),462-472.
Neighbors,C.,Larimer,M.E.,&Lewis,M.A.(2004).Targeting misperceptions of descriptive drinking norms:Efficacy of a computer-delivered personalized normative feedback intervention.Journal of Consulting and Clinical Psychology,72(3),434-447.
Rozin,P.,&Royzman,E.B.(2001).Negativity bias,negativity dominance,and contagion.Personality and Social Psychology Review,5(4),296-320.
Sternberg,R.J.,&Lubart,T.I.(1996).Investing in creativity.American Psychologist,51(7),677-688.
Tafarodi,R.W.,Kang,S-J.,&Milne,A.B.(2002).When different becomes similar:Compensatory conformity in bicultural visible minorities.Personality and Social Psychology Bulletin,28(8),1131-1142.
Tang,C.Y.,&Naumann,S.E.(2016).The impact of three kinds of identity on research and development employees'incremental and radical creativity.Thinking Skills and Creativity,21,123-131.
Tanggaard,L.(2015).The creative pathways of everyday life.Journal of Creative Behavior,49(3),181-193.
Valgeirsdottir,D.,Onarheim,B.,&Gabrielsen,G.(2015).Product creativity assessment of innovations:Considering the creative process.International Journal of Design Creativity&Innovation,3(2),95-106.
Welborn,B.L.,Lieberman,M.D.,Goldenberg,D.,Fuligni,A.J.,Galván,A.,&Telzer,E.H.(2016).Neural mechanisms of social influence in adolescence.Social Cognitive and Affective Neuroscience,11(1),100-109.
Zeki,S.(2001).Artistic creativity and the brain.Science,293(5527),51-52.
Asch,S.E.(1951).Effects of group pressure upon the modification and distortion of judgments.In H.Guetzkow(Ed.),Groups,leadership and men:Research in human relations(pp.177-190).Oxford,England:Carnegie Press.
Berns,G.S.,Chappelow,J.,Zink,C.F.,Pagnoni,G.,MartinSkurski,M.E.,&Richards,J.(2005).Neurobiological correlates of social conformity and independence during mental rotation.Biological Psychiatry,58(3),245-253.
Besemer,S.P.(2000).To buy or not to buy:Predicting the willingness to buy from creative product variables.International Journal of Creativity&Problem Solving,10(2),5-18.
Campbell-Meiklejohn,D.K.,Kanai,R.,Bahrami,B.,Bach,D.R.,Dolan,R.J.,Roepstorff,A.,&Frith,C.D.(2012).Structure of orbitofrontal cortex predicts social influence.Current Biology,22(4),R123-R124.
Cialdini,R.B.,&Goldstein,N.J.(2004).Social influence:Compliance and conformity.Annual Review of Psychology,55,591-621.
Deutsch,M.,&Gerard,H.B.(1955).A study of normative and informational social influences upon individual judgement.Journal Abnormal and Social Psychology,51(3),629-636.
Diedrich,J.,Benedek,M.,Jauk,E.,&Neubauer,A.C.(2015).Are creative ideas novel and useful?Psychology of Aesthetics Creativity and the Arts,9(1),35-40.
Escalas,J.E.,&Bettman,J.R.(2005).Self-construal,reference groups,and brand meaning.Journal of Consumer Research,32(3),378-389.
Feldmann-Wüstefeld,T.,Schmidt-Daffy,M.,&Schub?,A.(2011).Neural evidence for the threat detection advantage:Differential attention allocation to angry and happy faces.Psychophysiology,48(5),697-707.
Franken,I.H.A.,Muris,P.,Nijs,I.,&van Strien,J.W.(2008).Processing of pleasant information can be as fast and strong as unpleasant information:implications for the negativity bias.Netherlands Journal of Psychology,64(4),168-176.
Gilson,L.L.,&Madjar,N.(2011).Radical and incremental creativity:Antecedents and processes.Psychology of Aesthetics Creativity and the Arts,5(1),21-28.
Gourville,J.T.(2006).Eager sellers and stony buyers:Understanding the psychology of new-product adoption.Harvard Business Review,84(6),98-106.
Haller,C.S.,Courvoisier,D.S.,&Cropley,D.H.(2011).Perhaps there is accounting for taste:Evaluating the creativity of products.Creativity Research Journal,23(2),99-109.
Herzenstein,M.,&Hoeffler,S.(2016).Of clouds and zombies:How and when analogical learning improves evaluations of really new products.Journal of Consumer Psychology,26(4),550-557.
Hoeffler,S.(2002).Conceptualizing newness and positioning really new products.Advances in Consumer Research,29(1),267-267.
Hoeffler,S.(2003).Measuring preferences for really new products.Journal of Marketing Research,40(4),406-420.
Hu,W.P.,Shi,Q.Z.,Han,Q.,Wang,X.Q.,&Adey,P.(2010).Creative scientific problem finding and its developmental trend.Creativity Research Journal,22(1),46-52.
Huang,F.R.,Chiu,C.Y.,&Luo,J.(2016).Neural pathway of renovative and innovative products appreciation.Scientific Reports,6,1-9.
Huang,Y-X.,&Luo,Y-J.(2006).Temporal course of emotional negativity bias:An ERP study.Neuroscience Letters,398(1-2),91-96.
Janes,L.M.,&Olson,J.M.(2000).Jeer pressures:The behavioral effects of observing ridicule of others.Personality&Social Psychology Bulletin,26(4),474-485.
Kaestner,E.J.,&Polich,J.(2011).Affective recognition memory processing and event-related brain potentials.Cognitive Affective&Behavioral Neuroscience,11(2),186-198.
Klucharev,V.,Hyt?nen,K.,Rijpkema,M.,Smidts,A.,&Fernández,G.(2009).Reinforcement learning signal predicts social conformity.Neuron,61(1),140-151.
Krasilo,T.A.(2005).The relation of person's creativity level and his or her attitude to creative activity products.Psychological Science&Education.(3),56-57.
Kristensson,P.,&Norlander,T.(2010).The creative product and the creative processes in virtual environments.Creativity and Innovation Management,12(1),32-40.
Lu,Y.,Musalem,A.,Olivares,M.,&Schilkrut,A.(2013).Measuring the effect of queues on customer purchases.Social Science Electronic Publishing,59(8),1743-1763.
Luo,J.,Niki,K.,&Phillips,S.(2004).Neural correlates of the'Aha!reaction'.Neuroreport,15(13),2013-2017.
Madjar,N.,Greenberg,E.,&Chen,Z.(2011).Factors for radical creativity,incremental creativity,and routine,noncreative performance.Journal of Applied Psychology,96(4),730-743.
Milgram,S.,Bickman,L.,&Berkowitz,L.(1969).Note on the drawing power of crowds of different size.Journal of Personality and Social Psychology,13(2),79-82.
Mueller,J.S.,Melwani,S.,&Goncalo,J.A.(2012).The bias against creativity:Why people desire but reject creative ideas.Psychological Science,23(1),13-17.
Mueller,J.S.,Wakslak,C.J.,&Krishnan,V.(2014).Construing creativity:The how and why of recognizing creative ideas.Journal of Experimental Social Psychology,51,81-87.
Mugge,R.,&Dahl,D.W.(2013).Seeking the ideal level of design newness:Consumer response to radical and incremental product design.Journal of Product Innovation Management,30(s1),34-47.
Mukherjee,A.,&Hoyer,W.D.(2001).The effect of novel attributes on product evaluation.Journal of Consumer Research,28(3),462-472.
Neighbors,C.,Larimer,M.E.,&Lewis,M.A.(2004).Targeting misperceptions of descriptive drinking norms:Efficacy of a computer-delivered personalized normative feedback intervention.Journal of Consulting and Clinical Psychology,72(3),434-447.
Rozin,P.,&Royzman,E.B.(2001).Negativity bias,negativity dominance,and contagion.Personality and Social Psychology Review,5(4),296-320.
Sternberg,R.J.,&Lubart,T.I.(1996).Investing in creativity.American Psychologist,51(7),677-688.
Tafarodi,R.W.,Kang,S-J.,&Milne,A.B.(2002).When different becomes similar:Compensatory conformity in bicultural visible minorities.Personality and Social Psychology Bulletin,28(8),1131-1142.
Tang,C.Y.,&Naumann,S.E.(2016).The impact of three kinds of identity on research and development employees'incremental and radical creativity.Thinking Skills and Creativity,21,123-131.
Tanggaard,L.(2015).The creative pathways of everyday life.Journal of Creative Behavior,49(3),181-193.
Valgeirsdottir,D.,Onarheim,B.,&Gabrielsen,G.(2015).Product creativity assessment of innovations:Considering the creative process.International Journal of Design Creativity&Innovation,3(2),95-106.
Welborn,B.L.,Lieberman,M.D.,Goldenberg,D.,Fuligni,A.J.,Galván,A.,&Telzer,E.H.(2016).Neural mechanisms of social influence in adolescence.Social Cognitive and Affective Neuroscience,11(1),100-109.
Zeki,S.(2001).Artistic creativity and the brain.Science,293(5527),51-52.