4.4 Ho Itsoella ka nģ'ane ho liteko tsa le bonolo hakana

A re ke re susumelletsa ka nģ'ane ho liteko tse itekanetseng. Bopa dikgopolo tse tharo tse molemo bakeng sa liteko tse enneng: tumello, heterogeneity oa liphello kalafo, le mochine.

Bafuputsi ba mecha ea ho liteko hangata ho ameha ka se itseng se khethehileng haholo, potso e moqotetsane: etsang kalafo ena "Mosebetsi"? Ka mohlala, ha mohala o tsoang moithaopi khothalletsa motho e mong ho vouta? Na ho chencha websaeteng konopo ho tloha 'mala o moputsoa-tala keketseho tlelike-ka ho sekgahla? Ka bomalimabe, hlephileng phrasing ka seo "ea sebetsang" obscures taba ea hore lesoba la nale tsepamisa maikutlo liteko ha ba hlile ha u bolella hore na se seng sa phekolo "ea sebetsang" ka kakaretso. Na le hoo, lesoba la nale tsepamisa maikutlo liteko araba potso e ho hongata tobe: ke seo phello karolelano ea kalafo ena tse tobileng tseo le ho kengwa tshebetsong ena tobileng baahi ena ea barupeluoa nakong ee? Ke tla bitsa liteko tseo ho ameha ka sena moqotetsane potso liteko tse itekanetseng.

Simple liteko ka fana ka boitsebiso ba bohlokoa, empa ba hlōleha ho araba lipotso tse ngata tse ka bobeli ea bohlokoa le e thahasellisang tse kang: na ho na le ba bang ba batho bao ho phekolo eo o ne a e kholoanyane kapa tse nyenyane tse le phello ?; na ho na le mekhoa ea kalafo e 'ngoe eo e ne e tla atleha haholoanyane ?; hona teko ee e amana likhopolo pharaletseng sechabeng?

E le hore ho bontša bohlokoa ba ho fallela ka nģ'ane ho liteko bonolo, a re ke re hlahlobeng e 'ngoe ea ratang ka ho fetisisa liteko tsa ka analoge tšimo, phuputso e entsoeng ke P. Wesley Schultz le basebetsi-'moho ka kamano e teng pakeng Litloaelo tsa phedisano le tshebediso ya matla (Schultz et al. 2007) . Schultz le basebetsi-'moho fanyehoa doorhangers mabapi le malapa 300 San Marcos, California, 'me doorhangers tsena nehelanoa melaetsa e fapaneng etselitsoe ho khothatsa paballo matla. Joale, Schultz le basebetsi-'moho lekanya phello ea melaetsa tsena tshebediso motlakase, ka bobeli le beke e le 'ngoe' me libeke tse tharo; sheba Figure 4.3 bakeng sa tlhaloso e qaqileng haholoanyane oa moralo liteko.

Figure 4.3: tlhohlomiso boqapi tsoang Schultz et al. (2007) . The teko ea tšimo akarelletsa ho etela ka bang 300 malapa a San Marcos, California ka makhetlo a mahlano fetang nako bekeng e robeli. Ka 'ngoe etela bafuputsi ka bowena o ile a nka ho bala ho tloha ntlong ea matla a mitha. Babeli holim'a palo ho etela batho ba bafuputsi beha doorhangers hodima ntlo fana ba bang ba tlhahisoleseding e mabapi le tšebeliso ea bona matla. Nahana ka potso ena ho etsa lipatlisiso ne kamoo diteng tsa melaetsa ena e ne e tla ama tshebediso matla.

teko ba ne maemo a mabeli. Le boemong bo pele, malapa a fumana kakaretso matla tse pholosang tsa dikeletso (mohlala, ho sebelisa Fans e-na le conditioners moya) le boitsebiso bo mabapi le tšebeliso matla ntlo ea bona bapisoa le karolelano ea tšebeliso matla a hore baahelani ba bona. Schultz le basebetsi-'moho bitsoa sena hlalosang boemo normative hobane boitsebiso bo eketsehileng mabapi le tšebeliso matla a hore baahelani ba bona ba fane ka boitsebiso bo mabapi le boitshwaro ja tloaelehileng (khr, e hlalosang ntho e tloaelehileng). Ha Schultz le basebetsi-'moho sheba sephetho tšebeliso matla a sehlopha sena, kalafo ea hlaha ho na le hantle, e ka ba nako e khutsoanyane kapa ea nako e telele; ka mantsoe a mang, kalafo eo ha aa ka bonahala eka "mosebetsi" (Figure 4.4).

Empa, ka lehlohonolo, Schultz et al. (2007) o ne a sa khotsofalla Analysis ena bebofatsa taba. Pele teko e ile ea qala ba beha mabaka a hore basebedisi boima ya motlakase-batho ka holimo ho bolele-na ua fokotsa tshebediso ya bona, le hore basebelisi ba motlakase leseli la batho-tlase ho bolele-na ua e le hantle eketsa tshebediso ya tsa bona. Ha ba sheba boitsebiso, e le hore 's hantle seo ba ile ba fumana (Figure 4.4). Ka hona, seo shebahala joaloka se seng sa phekolo e neng e se nang phello e ne e ha e le hantle se seng sa phekolo e neng tlosa go liphello tse peli. Bafuputsi ba bitsoa keketseho ena sebadi-e behang har'a basebedisi leseli le phello e Boomerang.

Figure 4.4: Results tsoang Schultz et al. (2007) . Phanele ea pele e bontša hore hlalosang ntho e tloaelehileng kalafo na hakanyetsoang zero karolelano kalafo sebediswa. Leha ho le joalo, e koetsoeng ea moetso sa bobeli se bontša hore tokisetso ena e karolelano kalafo le phello ha e le hantle a qapa ea liphello tse peli tlosa go. Etsoe basebedisi boima, kalafo ea fokotseha tšebeliso empa bakeng sa basebedisi leseli, kalafo ea eketseha tshebediso. Qetellong, phanele la boraro e bontša hore ho phekola la bobeli, e leng sebelisoa Litloaelo hlalosang le injunctive, o ne a le kakanyo feela e le phello e tšoanang basebedisi boima empa mitigated phello Boomerang mabapi le basebedisi leseli.

Ho ekelletsa moo, Schultz le basebetsi-'moho ha ho lebeletswe monyetla sena, 'me li le boemong bo la bobeli ba malala se seng sa phekolo e fapaneng hanyenyane, e mong toba etselitsoe ho felisa phello Boomerang. The malapa a boemo ba bobeli la amohela e tobileng tšoanang kalafo-kakaretso ditomotsebe matla tse pholosang tsa le boitsebiso bo mabapi le tšebeliso matla ntlo ea bona bapisoa le tikolohong-na le bona pele phaella moo 'ngoe e nyenyane: batho ba nang le tshebediso ya mona ka tlase-karolelano, bafuputsi phaella sa :) le bakeng sa batho ba nang le tshebediso ya holimo karolelano ba a phaella ka e :(. emoticons tsena li ne li etselitsoe ho mo lakalisa seo bafuputsi bitsoa Litloaelo injunctive. Litloaelo Injunctive bua ka maikutlo ho se ho tloaelehile hore amohelehang (le amoheleheng) athe Litloaelo hlalosang bua ka maikutlo ho se ho tloaelehile hore ho etsoa (Reno, Cialdini, and Kallgren 1993) .

Ka ho eketsa enoa kakao tse nyenyane haholo, babatlisisi ea ka tsela e hlollang fokotswa phello Boomerang (Figure 4.4). Kahoo, ka ho etsa sena e le 'ngoe le bonolo hakana phetoho e-a fetola seo e ile susumetsoa ke inahaneloang tsoang sechabeng khopolo kelello (Cialdini, Kallgren, and Reno 1991) bafuputsi -e leng ba ile ba khona ho retelehela lenaneo le tsoang 'ngoe eo o ne a sa bonahala ho sebetsa sebakeng se le seng hore ba ile ba sebetsa, 'me, ka nako e tsoanang ba ile ba khona ho kenya letsoho le kutloisiso e akaretsang ea kamoo Litloaelo tsa phedisano ama boitšoaro ba motho.

Mothating ona, leha ho le joalo, u ka 'na hlokometse hore ntho e itseng ke a batla a fapaneng mabapi le teko ena. Ka ho khetheha, e leng teko ea Schultz le basebetsi-'moho ha se hlile ha se na sehlopha se laole ka tsela eo ea lotho laoloa liteko etsa. Joalo papiso eo pakeng tsa moetso ona le ho etseng lipolane tsa Restivo le van de Rijt bontša phapang pakeng tsa boqapi boo 'meli e meholo e sebelisoang ke bafuputsi. Pakeng tsa-bafo boqapi boo, tse kang Restivo le van de Rijt, ho na le se seng sa phekolo sehlopha se le sehlopha laola, 'me ka ka hare ho-bafo Designs boitšoaro ba barupeluoa e bapisoa pele le ka mor'a kalafo ya (Greenwald 1976; Charness, Gneezy, and Kuhn 2012) . Ka teko matsatsing a-e ikamahantse ho joalokaha eka e mong le e morupeluoa sebetsa joaloka ho laola maikutlo sehlopha se oa hae. Matla a teng pakeng tsa-bafo boqapi boo ke hore e fana ka tšireletso e khahlanong confounders (joalokaha ke hlalositsoeng pejana), 'me matla a ka hare ho-bafo liteko e eketsehileng nepahetseng a likhakanyo. Ha e mong le e morupeluoa sebetsa joaloka ho laola maikutlo a bona, pakeng tsa-morupeluoa phetoho e felisoa (sheba Technical Sehlomathiso). Ho ne ho tsoantsetsa eng eo le tla tla hamorao ha ke fana ka keletso mabapi le ho qapa liteko dijethale, ho na le moralo o feletseng, ka bitsoa moralo o tsoakaneng, e le hore kopanya nepahetseng e ntlafetseng ya ea boqapi boo ka hare ho-bafo le tshireletso khahlanong le tsietsoa ha pakeng tsa-bafo boqapi boo.

Figure 4.5: Three liteko boqapi boo. Standard ea lotho liteko laoloa sebelisa pakeng tsa-bafo boqapi boo. Ka mohlala oa pakeng tsa-bafo tsa boqapi ke Restivo le van de Rijt a (2012) teko hodima barnstars le chelete ea letlole ho Wikipedia: bafuputsi ka lootho arotsoe barupeluoa ka lihlopha tse kalafo le taolo, o ile a fana barupeluoa leng sehlopheng kalafo e barnstar, 'me a tšoantša diphetho bakeng sa tse peli tse lihlopha tse ling. A mofuta oa bobeli oa moetso oa tsona ke ka hare ho-bafo boqapi ba bona. The liteko tse peli Schultz le mosebetsi-'moho oa (2007) khanneloa thuto Litloaelo tsa phedisano le ho sebedisa matla bontša moralo o ka hare ho-bafo: bafuputsi bapisoa tshebediso ya motlakase oa barupeluoa pele le ka mor'a ho fumana kalafo. Matsatsing a-bafo boqapi boo fana e ntlafalitsoeng dipalopalo sebetsa ka ho nepahetseng ke ho felisa pakeng tsa ho ipeha tlas'a lumellane ha (sheba Technical Sehlomathiso), empa ba ile ba ba le bolokolohi ba ho confounders ho khoneha (mohlala, liphetoho tse meteo pakeng tsa ea pele ho kalafo le kalafo nako) (Greenwald 1976; Charness, Gneezy, and Kuhn 2012) . Matsatsing a-bafo boqapi boo boetse ho na le linako tse ling bitsoa ka makhetlo-khetlo mehato boqapi boo. Qetellong, boqapi boo e tsoakiloeng kopana ea sebetsa ka ho nepahetseng e ntlafetseng ya ea matsatsing a-bafo boqapi boo le tshireletso khahlanong le tsietsoa ha pakeng tsa-bafo boqapi boo. Entsoeng e tsoakiloeng, mofuputsi e bapisa ho fetoha ha diphetho tsa batho ka lihlopha tse kalafo le taolo. Ha bafuputsi ba se ba ntse ba fumane boitsebiso bo pele ho kalafo, joaloka tabeng a liteko tse ngata tsa digital, boqapi boo e tsoakiloeng tse rateha ho pakeng tsa-bafo boqapi boo ka lebaka la maruo a sebetsa ka ho nepahetseng (sheba Technical Sehlomathiso).

Ka kakaretso, moralo le liphello tsa Schultz et al. (2007) e bontša bohlokoa ba ho fallela ka nģ'ane ho liteko tse itekanetseng. Ka lehlohonolo, ha ho hlokahale hore e be le tsusumetso e ho bopa liteko tjena. Bo-rasaense ba Social ba ntshetswa pele bopa dikgopolo tse tharo tse tla u tataisa ka nģ'a liteko ruileng le ho feta a ho bōpa: 1) tumello, 2) heterogeneity oa liphello kalafo, le 3) cams. Ke hore, haeba u ntse u likhopolo tsena tse tharo a nahanne ha u ntse u qapa teko ya hao, o tla ka tlhaho bōpa liteko tse thahasellisang le e metle. E le hore ho bontša bopa dikgopolo tse tharo tsena lia ka liketso, ke tla hlalosa maloa a latelang-up liteko mokhoa o sa fellang dijethale tšimo eo hahiloeng moralo elegantne 'me liphello tse thabisang ka Schultz et al. (2007) . Joalokaha u tla bona, ka boqapi ba bona hlokolosi haholoanyane, ho kengwa tshebetsong, Analysis, le tlhaloso ea, le uena u ka susumelletsa ka nģ'ane ho liteko tse itekanetseng.