4.4 Ukuqhubeka ngaphaya imifuniselo elula

Masishukume ngaphaya imifuniselo ezilula. Iingqiqo ezintathu luncedo eksperimenti isityebi: ikuhlole, ukungafani ye iziphumo zonyango, kunye nendlela.

Abaphandi abo ezintsha imifuniselo ngokufuthi ingqalelo, umbuzo othile kakhulu elimxinwa: Oku nyango "umsebenzi"? Ngokomzekelo, ngaba umnxeba ovela ntliziyo khuthaza umntu ukuvota? Ngaba kokutshintsha website iqhosha blue ekunyukeni nqakraza-abaziphumelelayo eluhlaza? Ngelishwa, amabinzana evakalala ngento "imisebenzi" kakuhle into yokuba experiments kwacaciswa ingqalelo musa ngokwenene kukuxelela ukuba ingaba unyango "isebenza" ngengqiqo jikelele. Kunoko, kwaza ingqalelo amalinge ukuphendula umbuzo othile kakhulu: yintoni isiphumo avareji zolu nyango ezithile oku kuphunyezwa ethile le abemi nxaxheba ngeli xesha? Ndiza kubiza imifuniselo ukuba zijolise kulo mbuzo elimxinwa imifuniselo ezilula.

imifuniselo ezilula uyakwazi ukunika inkcazelo exabisekileyo, kodwa bayasilela ukuphendula imibuzo emininzi ukuba zombini abalulekileyo nanomdla ezifana: kukho abanye abantu ababhalelwayo unyango yaba nefuthe elikhulu okanye ezincinane ?; kukho olunye unyango ukuba ndisebenze ngempumelelo ngakumbi ?; yaye oku ulingelo zinxulumene njani iingcamango lwentlalo ngokubanzi?

Ukuze ubonise ixabiso yokufudukela ngaphaya imifuniselo ezilula, makhe siqwalasele omnye experimenti zam endizithandayo intsimi analog, isifundo P. Wesley Schultz kunye noogxa ngolwalamano phakathi izithethe zoluntu kunye ukusetyenziswa kombane (Schultz et al. 2007) . Schultz kunye noogxa axhonywe doorhangers kwimizi 300 San Marcos, California, kwaye ezi doorhangers balihlangula imiyalezo ezahlukeneyo yenzelwe ukukhuthaza ulondolozo amandla. Emva koko, Schultz kunye nabalingane Walinganisa isiphumo ezi imiyalezo nombane, bobabini emva kweveki enye neeveki ezintathu; khangela Umfanekiso 4.3 yenkcazelo eneenkcukacha loyilo zovavanyo.

Isazobe 4.3: Umzobo ukuyila Schultz et al. (2007) . Ukucikideka intsimi satyelela amakhaya malunga 300 San Marcos, California izihlandlo ezihlanu ngethuba leeveki ezisibhozo. On batyelele ngalinye abaphandi ngesandla wathabatha lokufunda kwemitha amandla endlwini yakhe. Ezimbini yeendwendwelo abaphandi bahambisa doorhangers indlu enika ulwazi malunga benzisa umbane. Umbuzo yophando ukuba okuqulethwe zezi imiyalezo zakuphumela ukusetyenziswa kwamandla.

Yonke le neemeko ezimbini. Kwimeko yokuqala, amakhaya bafumana amacebiso okonga umbane jikelele (umzekelo, sebenzisa iifeni endaweni Umoya) kunye nolwazi malunga nokusetyenziswa kwamandla indlu wabo kuthelekiswa nomyinge lokusetyenziswa lwamandla elumelwaneni lwabo. Schultz noogxa ngokuba le meko elichazayo olumisiweyo kuba ingcaciso malunga nokusetyenziswa lwamandla kwindawo yabo yabonelela ulwazi malunga nokuziphatha eqhelekileyo (oko kukuthi, norm echazayo). Xa Schultz kunye nabalingane wajonga ukusetyenziswa kwamandla nto kweli qela, unyango wabonakala kuba nesiphumo, naselusingeni elifutshane okanye ixesha elide; ngamanye amazwi, unyango zange ngathi "umsebenzi" (Figure 4.4).

Kodwa, ngethamsanqa, Schultz et al. (2007) akazange zikhethela le uhlalutyo zilula. Phambi kwalingwa baqala babeqiqa ukuba abasebenzisi enzima kombane-abantu ngaphezu komndilili-ukuze ukwehlisa intsebenziso yabo, yaye ukuba abasebenzisi ukukhanya kombane-abantu ngezantsi kuthetha-okunene ukwandisa ukusetyenziswa kwabo. Xa khangela e data, nantso ke kanye bafumana (Figure 4.4). Ngoko, into engathi unyango zindihambela ayinasiphumo kwakusithiwa unyango waba neziphumo ezimbini kulinganisa. Abaphandi ngokuba oku kwanda counter-nemveliso phakathi abasebenzisi ukukhanya nefuthe boomerang.

Isazobe 4.4: Iziphumo ukusuka Schultz et al. (2007) . Lenjongo yokuqala ibonisa ukuba unyango norm elichazayo bu zero qi ke unyango avareji. Noko ke, iqela lesibini ibonisa ukuba le isiphumo unyango oqhelekileyo eneneni eyakhiwe iziphumo ezimbini kulinganisa. Kuba abasebenzisi enzima, unyango lancipha usebenziso kodwa abasebenzisi ukukhanya, unyango eyandileyo usebenziso. Okokugqibela, iqela lesithathu kubonisa ukuba unyango lwesibini, apho kusetyenziswa imimiselo echazayo injunctive, kwafuneka ophantse isenjalo abasebenzisi enzima kodwa ukunciphisa isiphumo boomerang kubasebenzisi ukukhanya.

Ngaphezu koko, Schultz noogxa obuqhajelweyo oku kungenzeka, kwaye imeko yesibini bona njengezingathunyelwa unyango eyahlukileyo kancinane, omnye yenzelwe awuyenzi ukuphelisa isiphumo boomerang. Kwimizi imeko yesibini wafumana iingcebiso ngqo enye unyango-jikelele zokonga umbane kunye nolwazi malunga nokusetyenziswa kwamandla indlu wabo kuthelekiswa elumelwaneni-zabo esinye ukongeza encinane; abantu ngesifo ngezantsi-avareji, abaphandi wongezelela :) kunye abantu ngesifo ngentla-avareji wongezelela :(. ezi emoticons eyenzelwe esi oko abaphandi ekuthiwa nemigangatho injunctive. izithethe injunctive zibhekisela yokucinga ukuba samkelwe ngokuqhelekileyo (kwaye abo bangenakucikideka) kanti izithethe ezichazayo zibhekisela yokucinga ukuba ngokuqhelekileyo kwenziwa (Reno, Cialdini, and Kallgren 1993) .

Ngokudibanisa le emoticon lisuntswana, abaphandi kakhulu kwanciphisa ukusebenza boomerang (Figure 4.4). Ngenxa yoko, ngokwenza lo elula ukutshintsha-utshintsho bekubangelwa le ngcamango abstract zentlalo ngokwasengqondweni (Cialdini, Kallgren, and Reno 1991) -le abaphandi baye bakwazi ukuba inkqubo ukusuka kwelo akazange kubonakala ukuba kusebenza komnye ukuba wasebenza, kwaye, ngaxeshanye, bakwazi ukuba negalelo ekuqondeni ngokubanzi indlela izithethe zoluntu kuchaphazela ukuziphatha kwabantu.

Ngelo xesha, ke, usenokuba qaphela ukuba kukho into kancinci malunga nalo zovavanyo. Ingakumbi, ukucikideka Schultz noogxa asingeni kuba iqela yolawulo efanayo olungenamkhethe olulawulwayo imifuniselo ntoni. Uthelekiso phakathi kweli kuyilo uyilo Restivo kunye van de Rijt ibonisa umahluko phakathi woyilo ezinkulu ezisetyenziswa abaphandi. Phakathi-izifundo ayile, ezifana Restivo and van de Rijt, kukho iqela kunyango kunye neqela lolawulo, yaye ngaphakathi-izifundo uyilo ukuziphatha nxaxheba luthelekiswa ngaphambi nasemva unyango (Greenwald 1976; Charness, Gneezy, and Kuhn 2012) . Xa lamava ngaphakathi yezifundo kuba ngathi nxaxheba nganye isebenza iqela kolawulo lwakhe. Amandla phakathi kwe-zifundo zoyilo kukuba inika ukhuseleko ngokuchasene confounders (njengoko kuchaziwe ngaphambili), kwaye amandla ngaphakathi-izifundo experimenti ukwanda okuhle uqikelelo. Xa nxaxheba nganye isebenza ulawulo yabo, phakathi-nxaxheba loguqu itshatyalaliswa (bona Technical iSihlomelo). Yayingaz into yokuba kuza kamva xa zinika iingcebiso malunga noyilo imifuniselo digital, kukho uyilo lokugqibela, wabiza uyilo axubeneyo, ohlanganisa oluphuculweyo ngqo kwi-izifundo uyilo kunye nokukhuseleka okuchasene ukuqungaqungwa phakathi-izifundo uyilo.

Isazobe 4.5: Uyilo ezintathu zovavanyo. Standard olungenamkhethe imifuniselo elawulwayo ukusebenzisa phakathi-zifundo uyilo. Umzekelo phakathi-izifundo uyilo Restivo and van de Rijt ngayo (2012) ukhe uyijonge barnstars namagalelo ukuze Wikipedia: Abaphandi baye bohlulwa nxaxheba kunyango kunye nolawulo amaqela, wanika nxaxheba kwiqela lonyango a barnstar, kwaye xa kuthelekiswa iziphumo zeminyaka emibini amaqela. A kuhlobo lwesibini uyilo o kwi-yefashoni kwiMatriki. Yemifuniselo ezimbini Schultz kunye nogxa wakhe (2007) Uphando malunga izithethe zoluntu kunye nokusetyenziswa kwamandla ukuzekelisa ngaphakathi-izifundo yoyilo: abaphandi wathelekisa ukusetyenziswa kombane-nxaxheba phambi nasemva kokufumana unyango. Kwisithuba-izifundo uyilo zinika oluphuculweyo ngocwangco manani ngokususa phakathi kwisifundo umahluko (bona Technical Isihlomelo), kodwa zivulelekile confounders kunokwenzeka (umzekelo, utshintsho kwimozulu phakathi kwixesha pre-unyango kunye nonyango) (Greenwald 1976; Charness, Gneezy, and Kuhn 2012) . Kwisithuba-izifundo uyilo kwakhona amanyathelo amaxesha kuthiwa ngokuphindaphindiweyo uyilo. Okokugqibela, uyilo mixed oludibanisa uphuculo ngqo kwi-nezifundo uyilo kunye nokukhuseleka okuchasene ukuqungaqungwa phakathi-izifundo uyilo. Xa uyilo axubeneyo, umphandi ithelekisa utshintsho kwiziphumo abantu kunyango kunye nolawulo amaqela. Xa abaphandi sele ulwazi pre-unyango, njengoko kunjalo kwi amalinge amaninzi digital, uyilo mixed ke kubhetele ukuba phakathi kwe-izifundo uyilo ngenxa ezuza ochanileyo (bona Technical iSihlomelo).

Ngokubanzi, uyilo kunye neziphumo Schultz et al. (2007) ibonisa ixabiso yokufudukela ngaphaya imifuniselo ezilula. Ngethamsanqa, akuyomfuneko ukuba ube yingqondi ukwenza imifuniselo like this. ntle baye iingqiqo eziphuhliswe ezintathu uya kunikhokelela kuyo uqina nangakumbi imifuniselo ubugcisa: 1) ikuhlole, 2) ukungafani ye iziphumo zonyango, kwaye 3) neendlela. Oko kukuthi, ukuba uzigcine ezi ezintathu engqondweni xa uzenzela umfuniselo wakho, uya ukwenza ngokwendalo imifuniselo umdla yaye iluncedo. Ukuze ukubonisa ezi ngcamango ezintathu amanyathelo, ndiza ukuchaza eziliqela experimenti endle ngokuyinxenye digital follow-up ukuba wakha phezu kuyilo nolunomfaneleko.Kodwa iziphumo umdla Schultz et al. (2007) . Njengoko uza kubona, ngokusebenzisa kuyilo ngenyameko ngakumbi, ukuphunyezwa, uhlalutyo, nokutyhilwa, nawe ungahambisa ngaphaya imifuniselo ezilula.