4.4 Moving ngaphesheya kwenziwa ucwaningo elula
Masihambe ngaphezu kokuhlolwa okulula. Imiqondo emithathu iyasiza ekuhlolweni okucebile: ukuqinisekiswa, ukuphazamiseka kwemithi yokwelashwa nemiphumela.
Abacwaningi abasha ukuhlolwa bavame ukugxila kumbuzo othize, omncane: Ingabe lokhu ukwelashwa "kusebenza"? Isibonelo, ingabe ucingo oluvela kuvolontiya lukhuthaza othile ukuba avote? Ingabe ukushintsha inkinobho yewebhu kusuka eluhlaza okwesibhakabhaka kuya eluhlaza kwandisa izinga lokuchofoza? Ngeshwa, ukuphazamiseka okungaxhunyiwe mayelana nokuthi "kusebenza" kukuphikisa iqiniso lokuthi ukuhlolwa okugxilwe kancane akutshelanga ukuthi ngabe ukwelashwa "kusebenza" ngomqondo ovamile. Esikhundleni salokho, ukuhlolwa okugxilwe ngokucophelela kuphendula umbuzo ocacile kakhulu: Uyini umphumela ojwayelekile walolu cwaningo oluthile nalokhu kuqaliswa okuqondile kwalolu qembu labahlanganyeli ngalesi sikhathi? Ngizobiza ukuhlolwa okugxila kulo mbuzo omncane ukuhlolwa okulula .
Ukuhlolwa okulula kungahlinzeka ngolwazi olubalulekile, kepha abahluleka ukuphendula imibuzo eminingi ebalulekile futhi ethakazelisayo, njengokuthi kukhona yini abantu abathile ukwelashwa kwaba nomthelela omkhulu noma omncane; kungakhathaliseki ukuthi kukhona omunye ukwelashwa okuzosebenza kakhulu; nokuthi ngabe lokhu kuhlotshaniswa kuhlotshaniswa nezinkombandlela zomphakathi ezibanzi.
Ukuze sibonise ukubaluleka kokuhamba ngaphesheya kokuhlolwa okulula, ake sicabangele isilingo se-analog field by P. Wesley Schultz kanye nabo osebenza nabo ebuhlotsheni phakathi kwemigomo yezenhlalo namandla ukusetshenziswa (Schultz et al. 2007) . U-Schultz kanye nozakwabo baxhomeke emagcekeni angama-300 emakhaya aseSan Marcos, eCalifornia, futhi lawa ma-doorhangers ahambisa imiyalezo ehlukene eyenzelwe ukugqugquzela ukongiwa kwamandla. Khona-ke, u-Schultz nabalingani bakhe balinganisa umphumela wale milayezo ekusebenziseni ugesi, kokubili ngemuva kwesonto elilodwa nangemva kwamasonto amathathu; bheka umfanekiso 4.3 ngencazelo eningiliziwe yomklamo wokuhlola.
Umdwebo 4.3: Isimiso somklamo wokuhlola kusuka ku- Schultz et al. (2007) . Ukuhlolwa kwensimu kwakuhilela ukuvakashela imizi engama-300 eSan Marcos, eCalifornia izikhathi ezinhlanu ngaphezu kwesonto lesishiyagalombili. Ngesikhathi sokuvakashelwa, abacwaningi bafunda ngokufunda emitha yamandla endlini. Ukuvakashelwa kokubili, bafaka umnyango wendlu endlini ngayinye behlinzeka ngolwazi mayelana nokusetshenziswa kwamandla kagesi. Umbuzo wokucwaninga wukuthi okuqukethwe kwala miyalezo kuzoba nomthelela kanjani ekusebenziseni amandla.
Ukuhlolwa kwakunezimo ezimbili. Eyokuqala, amakhaya athola amathiphu okugcina amandla okusindisa amandla (isibonelo, sebenzisa abalandeli esikhundleni sezinkampani zangaphandle) kanye nokwaziswa mayelana nokusetshenziswa kwamandla abo kuqhathaniswa nokusetshenziswa kwamandla okujwayelekile endaweni yabo. U-Schultz nozakwabo babiza lokhu ngokuthi isimo esimisiwe sokuchaza ngoba ulwazi mayelana nokusetshenziswa kwamandla endaweni yakinikeza ulwazi mayelana nokuziphatha okujwayelekile (okungukuthi, isimiso esichazayo). Lapho u-Schultz kanye nozakwethu bebukela ukusetshenziswa okusetshenzisiwe kwamandla kuleli qembu, ukwelashwa kwabonakala kungabi nethonya, kungakhathaliseki isikhathi esifushane noma eside; Ngamanye amazwi, ukwelashwa akubonakali "ukusebenza" (isibalo 4.4).
Ngenhlanhla, u-Schultz nozakwabo abazange balungise ukuhlaziywa okulula. Ngaphambi kokuba kuqalwe ukuzama, babecabanga ukuthi abasebenzisi abanzi abasebenzisa ugesi-abantu abangaphezu kwendlela-bangase banciphise ukusetshenziswa kwabo, futhi ukuthi abasebenzisi abasebenzisa ugesi-abantu abangaphansi kwe-mean-bangase bakhulise ukusetshenziswa kwabo. Lapho bebuka idatha, yilokho abathola khona (umfanekiso 4.4). Ngakho-ke, okwakubonakala sengathi ukwelashwa okwakungekho nhlobo empeleni ukwelashwa okwaba nemiphumela emibili yokucasula. Ukwanda okwenyukayo phakathi kwabasebenzisi bokukhanya kuyisibonelo somphumela we- boomerang , lapho ukwelashwa kungaba nomphumela ohlukile kulokho okuhlosiwe.
Umfanekiso 4.4: Imiphumela evela ku- Schultz et al. (2007) . Iphaneli (a) ikhombisa ukuthi ukwelashwa okujwayelekile okuchazayo kunomthelela olinganiswayo wokwelapha okwenyuka. Noma kunjalo, iphaneli (b) ibonisa ukuthi le mpikiswano yokwelapha ejwayelekile yenziwe ngemiphumela emibili yokwehlisa. Kubasebenzisi abakhulu, ukwelashwa kwehle ukusetshenziswa kodwa kubasebenzisi abakhanyayo, ukwelashwa kwanda ukusetshenziswa. Okokugcina, iphaneli (c) ibonisa ukuthi ukwelashwa okwesibili, okusetshenziselwa imigomo echazayo futhi engavumelani, kwaba nomthelela ofanayo kubasebenzisi abanobunzima kepha kunciphisa umphumela we-boomerang kubasebenzisi abakukhanya. Ilandelwe kusuka ku- Schultz et al. (2007) .
Ngesikhathi esisodwa esimweni sokuqala, u-Schultz nozakwabo baphinde balandela isimo sesibili. Imindeni yesibili yesibili ithole imithi efanayo-ukwelashwa kwamandla okugcina amandla kanye nokwaziswa mayelana nokusetshenziswa kwamandla omkhaya wabo uma kuqhathaniswa nesilinganiso semiphakathi yabo-ngokufaka okuncane okuncane: kubantu abanokusetshenziswa okungezansi, abacwaningi bangeze: ) futhi kubantu abanesisindo esingaphezulu-isilinganiso babenezela :(.Lezi zithonjana zenzelwe ukuqala lokho abacwaningi ababiza ngokuthi imigomo engavumelekile. Izimiso ezihlangene zibhekisela emibono yalokho okuvunywa ngokujwayelekile (futhi engavunyelwe), kanti izimiso ezichazayo zibhekisela emibonweni okuyinto evame ukwenza (Reno, Cialdini, and Kallgren 1993) .
Ngokwengeza le-emoticon eyodwa encane, abacwaningi banciphisa ngendlela ephawulekayo umphumela we-boomerang (umfanekiso 4.4). Ngakho-ke, ngokwenza lolu shintsho olulula-ushintsho olwakushukunyiswa yi-theory ye-social psychology (Cialdini, Kallgren, and Reno 1991) -abacwaningi bakwazi ukushintsha uhlelo olungabonakali ukusebenza kulowo owasebenza, futhi, ngesikhathi esifanayo, bakwazi ukufaka isandla ekuqondeni jikelele ukuthi izimiso zenhlalo zithinta kanjani ukuziphatha kwabantu.
Kuleli qophelo, noma kunjalo, ungase uqaphele ukuthi into ehlukile ngalokhu kuhlolwa. Ngokuyinhloko, ukuhlolwa kwe-Schultz nozakwethu akunawo ngempela iqembu lokulawula ngendlela efanayo nokuhlolwa okulawulwa ngokungahleliwe okukwenzayo. Ukuqhathaniswa phakathi kwalesi sakhiwo kanye neRestivo ne-van de Rijt kubonisa umehluko phakathi kwemiklamo emibili yokuhlola enkulu. Phakathi kwezinto -izihloko eziklanyelwe , ezifana ne-Restivo ne-van de Rijt, kunamaqembu wokwelapha neqembu lokulawula. Ngakolunye uhlangothi, izihloko zingaphakathi , ukuziphatha kwabahlanganyeli kuqhathaniswa ngaphambi nangemva kokwelashwa (Greenwald 1976; Charness, Gneezy, and Kuhn 2012) . Esivivinyweni esingaphansi kwesifundo kunjengokungathi umhlanganyeli ngamunye wenza njengeqembu lakhe lokulawula. Amandla wezinto eziphakathi kwezihloko ziwukuthi zivikela ukulwa nabaphikisi (njengoba ngichazile ekuqaleni), kuyilapho amandla okuhlolwa ngaphakathi-izifundo ekhuphuka ngokunemba kwezilinganiso. Okokugcina, ukufanekisela umbono ozayo ngokuhamba kwesikhathi lapho nginikeza iseluleko mayelana nokuklama ukuhlolwa kwe-digital, design_mixed_combines ukucaciswa okuthuthukisiwe ngaphakathi-izifundo design kanye nokuvikelwa kokuphazanyiswa phakathi-izifundo izifundo (figure 4.5).
Umfanekiso 4.5: imiklamo emithathu yokuhlola. Ukuhlola okujwayelekile okulawulwa ngokungahleliwe kusebentisa phakathi kwe-subject designs. Isibonelo somklamo ophakathi kwezihloko yi-Restivo no-van de Rijt's (2012) ukuhlolwa kwamabharenti kanye neminikelo ye-Wikipedia: abacwaningi abahlukanisa ngokungahleliwe abahlanganyeli eklinikweni yokwelapha nokulawula, banike iqhaza eqenjini lokwelapha i-barnstar, futhi baqhathanisa imiphumela amaqembu amabili. Uhlobo lwesibili lokwakha luyi-design- ngaphakathi . Ukuhlolwa okubili ku-Schultz no-osebenza nabo (2007) isifundo emigomeni yezenhlalo kanye nokusetshenziswa kwamandla kubonisa ukuklanywa kwezinto ngaphakathi: abacwaningi baqhathanisa ukusetshenziswa kombane kwabahlanganyeli ngaphambi nangemva kokuthola ukwelashwa. Ngaphakathi-izihloko zidizayini zinikeza ukucacisa okulinganiselwe kwezibalo, kodwa zivulekile ezimpikiswaneni ezingenzeka (isb., Izinguquko zesimo sezulu emkhatsini (Greenwald 1976; Charness, Gneezy, and Kuhn 2012) zangaphambi kokwelapha kanye nokwelashwa) (Greenwald 1976; Charness, Gneezy, and Kuhn 2012) . Ngaphakathi-izihloko zokuklama nazo ngezinye izikhathi zibizwa ngokuthi izinyathelo eziphindaphindiwe. Okokugcina, imiklamo ehlanganisiwe ihlanganisa ukucaca okuthuthukisiwe kwezinto ezikhona ngaphakathi nezifundo kanye nokuvikelwa kokuphikisana kwezinto eziphakathi kwezifundo. Emklamo ohlangene, umcwaningi uqhathanisa noshintsho emiphumeleni yabantu abakwelapha kanye namaqembu okulawula. Lapho abacwaningi sebevele benolwazi lwe-pre-treatment, njengoba kunjalo ezinhlolweni eziningi zedijithali, ukuklanywa okuxubile ngokuvamile kuvumelana neziklamo eziphakathi kwezifundo ngoba ziholela ekuqinisekiseni okuthuthukisiwe kwezilinganiso.
Ngokubanzi, ukuklanywa nemiphumela yocwaningo lukaSchultz kanye nosebenza nabo (2007) lubonisa ukubaluleka kokuhamba ngaphandle kokuhlolwa okulula. Ngenhlanhla, akudingeki ube yintandokazi yokudala ukuklama ukuhlolwa okufana nalokhu. Ososayensi bezenhlalakahle baye bahlakulela imibono emithathu eyokuqondisa ekuhloleni okucebile: (1) ukuqinisekiswa, (2) ukuphathwa kwe-heterogeneity yemiphumela yokwelapha, kanye (3) nezinqubo. Okungukuthi, uma ugcina lezi zinto ezintathu engqondweni ngenkathi uhlela ukuhlolwa kwakho, uzokwenza ngokwemvelo ukuthi uzame ukuhlolwa okuthakazelisayo nokuwusizo. Ukuze ucacise lezi zici ezintathu ngokusebenza, ngizochaza inqwaba yokulandelwa kwenkundla yedijithali eyakhiwe ngobuciko obuhle nemiphumela ejabulisayo ye-Schultz kanye nozakwethu (2007) . Njengoba uzobona, ngokuklama ngokucophelela, ukuqaliswa, ukuhlaziywa, nokuchazwa, nawe ungadlulela ngaphandle kokuhlolwa okulula.
