4.4 Moving ngaphesheya kwenziwa ucwaningo elula
Masiqhubeke nangale yenholo elula. Imiqondo abathathu ziwusizo for ucwaningo abacebile: kwemukeleka, heterogeneity imiphumela yokwelashwa, kanye mshini.
Abacwaningi abakhuluphele ezintsha kukubuka Bavame ukugxila a, umbuzo othile kakhulu emincane: owenza lokhu kwelashwa "msebenzi"? Ngokwesibonelo, ingabe ucingo oluvela uyisisebenzi sokuzithandela ukhuthaze umuntu ukuba bavote? Ingabe kokushintsha inkinobho iwebhusayithi kusuka blue oluhlaza ukwanda kokuchofozela rate? Ngeshwa, amagama okuxekethile ngalokho "lusebenza" kufihla iqiniso lokuthi nemaresiphi kugxilwe musa ngempela ukukutshela ukuthi ukwelashwa "ngemisebenzi," ngomqondo ovamile. Kunalokho, kugxilwe kwenziwa ucwaningo ukuphendula umbuzo othile okuningi: uyini umphumela isilinganiso walesi uhlobo oluthile lokwelapha nale ukuqaliswa letsite leli nani labantu labahlanganyeli ngalesi sikhathi? Mina ngizoba shayela ukuhlolwa agxile lo mbuzo emincane yenholo elula.
nemaresiphi Simple ingase inikeze ulwazi oluyigugu, kodwa bayahluleka ukuphendula imibuzo eminingi ukuthi kukhona kokubili ezibalulekile futhi ezithakazelisayo ezifana: ingabe zikhona abantu engibathandayo impatho kwaba nethonya ezinkulu noma ezincane ?; ingabe ikhona enye indlela yokwelashwa ukuthi bekungaba ephumelela kakhudlwana ?; futhi ingabe lokhu kuhlobana kanjani nokubonisa eyeza nezazi zezinkanyezi ezikhuluma okusabalele?
Ukuze sibonise ukubaluleka ezihambayo ngaphesheya nemaresiphi elula, ake sihlole esinye intandokazi analog insimu lapho ukuzama ukupheka izinto, isifundo P. Wesley Schultz kanye nozakwabo ubudlelwane izindinganiso zomphakathi nokusetshenziswa kwamandla (Schultz et al. 2007) . Schultz kanye nozakwabo hung doorhangers ngemakhaya 300 e San Marcos, California, futhi lezi doorhangers zadlulisela izigijimi ezahlukene eklanyelwe ukukhuthaza energy nokongiwa. Bese, Schultz kanye nozakwabo kulinganiswa umphumela wale miyalezo ukusetshenziswa kukagesi, kokubili ngemva kwesonto elilodwa kanye amasonto amathathu; bheka uMdwebo 4.3 ukuze uthole incazelo eningiliziwe mayelana design zokuhlola.
Figure 4.3: wokuhlelwa kwendikimba tisuke Schultz et al. (2007) . Ucwaningo yasensimini kwakuhilela ukuhambela amakhaya mayelana 300 e San Marcos, California kahlanu enkathini lwezifundo lwamasonto angu. On ngamunye vakashela abacwaningi ngesandla wathatha ukufundwa kusuka imitha amandla lendlu. On ezimbili ukuvakashelwa abacwaningi ezibekwe doorhangers phezu kwendlu kokunikeza ukwaziswa mayelana wonke amandla azo zibheke ukusetshenziswa. Umbuzo Ucwaningo indlela okuqukethwe le miyalezo kwakuyokuthinta ukusetshenziswa energy.
Ucwaningo kwadingeka izimo ezimbili. In the isimo sokuqala, amakhaya wathola ukonga amathiphu energy jikelele (isib, ukusetshenziswa abalandeli esikhundleni air isimo) kanye nokwaziswa mayelana energy ukusetshenziswa abendlu yabo kuqhathaniswa ukusetshenziswa energy endaweni yawo. Schultz kanye nozakwabo wabiza lesi sikhathi ngokuthi isimo okuchazayo normative ngoba ulwazi mayelana nokusetshenziswa amandla endaweni yabo unikeze ulwazi mayelana nokuziphatha ejwayelekile (ie, inkambiso okuchazayo). Lapho Schultz kanye nozakwabo wabuka okuholela amandla ukusetshenziswa kuleli qembu, impatho wabonakala azinamphumela, kungaba short-term noma wesikhathi eside; ngamanye amazwi, impatho akuzange kubonakale "umsebenzi" (Figure 4.4).
Kodwa, ngenhlanhla, Schultz et al. (2007) akazange axazulule salokhu analysis lolumalula. Ngaphambi ukuhlolwa kwaqala babecabanga ukuthi abasebenzisi esindayo ugesi-abantu ngenhla kusho-zinciphise ukusetshenziswa kwabo, nokuthi abasebenzisi ukukhanya kukagesi-abantu ngezansi asho-kungase kwandise ukusetshenziswa kwabo. Lapho bebuka idatha, yilokho impela ngalokho abakutholile (Figure 4.4). Ngakho, okwakubonakala kunjengetshe yokwelapha kwakungasadingeki umphumela empeleni wayengumuntu yokwelapha kwaba nemiphumela emibi emibili balwisana kokuba. Abacwaningi esibizwa lokhu kwanda counter-ithele phakathi abasebenzisi ukukhanya nomphumela boomerang.
Figure 4.4: Ezenye kusuka Schultz et al. (2007) . Amajaji lokuqala ubonisa ukuthi ukwelashwa kuyinsakavukela lechazako ine ababalelwa ezigidini zero isilinganiso ukwelashwa effect. Nokho, i-panel sesibili sibonisa ukuthi le ndlela yokwelapha umphumela isilinganiso empeleni sakhiwa imiphumela ezimbili balwisana. Ukuze abasebenzisi esindayo, impatho bancipha yokusetshenziswa kodwa kubasebenzisi ukukhanya, impatho Ukwanda kwamantombazane. Ekugcineni, i-panel wesithathu ibonisa ukuthi ukwelashwa kwesibili, okuyinto esetshenziswa izinkambiso achazayo kanye injunctive, kwadingeka cishe nethonya elifanayo abasebenzisi esindayo kodwa mitigated umphumela boomerang abasebenzisi ukukhanya.
Ngaphezu kwalokho, Schultz kanye nozakwabo bekulindele kungenzeka, futhi esimweni sesibili bona atshalwa ukwelashwa ethé ukuhluka kancane, omunye ngendlela eyingcaca eklanyelwe ukuqeda umphumela boomerang. Amakhaya isimo yesibili wathola ngqo efanayo ukwelashwa-jikelele amathiphu kwagezi kanye nolwazi mayelana energy ukusetshenziswa yakwabo uma kuqhathaniswa ezingomakhelwane babo-one kwalokho encanyana ngokuba abantu abane ukusetshenziswa ngezansi-isilinganiso, abacwaningi wanezela :) futhi abantu ngesifuba okungaphezu kwe-avareji banezela a :(. Lezi Izithonjana badalwa kushiya lokho abacwaningi esibizwa kwezinkambiso injunctive. kwezinkambiso injunctive ubheke kunemibono ngokuvamile evunyiwe (kanye ningamukeleki) kanti izinkambiso lechazako ubheke nombono ngokuvamile kwenziwa (Reno, Cialdini, and Kallgren 1993) .
Ngokufaka lokhu emoticon eyodwa encane, kube abacwaningi sanciphisa kangcono umphumela boomerang (Figure 4.4). Ngakho, ngokwenza lokhu eyodwa elula shintsho-ushintsho washukunyiswa abstract theory kwezenhlalo ezingokwengqondo (Cialdini, Kallgren, and Reno 1991) -umbuso abacwaningi bakwazi ukuhambisa ujike uhlelo lowo akuzange kubonakale ukusebenza zibe lowo wasebenza, futhi, ngesikhathi esifanayo, bakwazi ukuba bafake isandla ukuqonda jikelele sendlela izimiso zomphakathi ezithinta indlela abantu abaziphatha ngayo.
Nokho, kuleli qophelo, ungase uphawule ukuthi kukhona okushaya amanzi kancane ehlukene ngalokhu experiment. Ikakhulu, i-experiment of Schultz kanye nozakwabo akusho ngempela abe iqembu control ngendlela efanayo ukuthi randomized elawulwa yenholo do. Ukuqhathanisa phakathi lokhu design and design of Restivo futhi van de Rijt utjengisa ukukhambelana umehluko emkhatsini imiklamo emibili emikhulu olusetshenziswa abacwaningi. Phakathi-izikhonzi imiklamo, ezifana Restivo futhi van de Rijt, kukhona iqembu ukwelashwa kanye neqembu control, futhi ngaphakathi-tifundvo ukwakha ukuziphatha ababambiqhaza ufaniswa ngaphambi nangemva ukwelashwa (Greenwald 1976; Charness, Gneezy, and Kuhn 2012) . Kokunye ukuhlola ngaphakathi-ndaba kuba sengathi umuntu ngamunye owayekhona uba siqu control iqembu lakhe. Amandla phakathi-izihloko imiklamo wukuthi inikeza isivikelo confounders (njengoba kuchaziwe ngenhla I), kanye namandla we ngaphakathi-tifundvo nemaresiphi luyanda ekwakhiweni tilinganiso. Lapho umuntu ngamunye owayekhona uba kokulawula kwazo siqu, phakathi-umhlanganyeli ukushintshashintsha siqedwa (bheka iSithasiselo Technical). Ukuze lalifanekisela i ezizokwehlela kamuva lapho sengiphinda ukunikeza izeluleko mayelana ukuklama nemaresiphi digital, kukhona umklamo wokugcina, ebizwa ngokuthi i-design exubile, ehlanganisa ukucacisa ngcono ngaphakathi-tifundvo imiklamo kanye nokuvikelwa uma nolokukhungathekisa of phakathi-tifundvo imiklamo.
Figure 4.5: imiklamo Three zokuhlola. Standard randomized kocwaningo zisebenzisa phakathi-izihloko imiklamo. Isibonelo phakathi-tifundvo design Restivo futhi van de Rijt sika (2012) ukuhlolwa barnstars futhi iminikelo Wikipedia: Abacwaningi bahlukanisa ngendlela ababambiqhaza ukwelashwa kanye nokulawula amaqembu, wanika abahlanganyeli eqenjini ekwelashweni barnstar, futhi uma kuqhathaniswa imiphumela laba ababili amaqembu. A uhlobo design lesibili liyisimiso ngaphakathi-tifundvo design. Ucwaningo ezimbili in Schultz and uzakwabo sika (2007) Ucwaningo izindinganiso zomphakathi kanye nokusetshenziswa energy kubonisa indlela ngaphakathi-tifundvo design: abacwaningi beqhathanisa ukusetshenziswa kukagesi ababambiqhaza ngaphambi nangemva kokuthola ukwelashwa. Kungakapheli-Izikhonzi imiklamo anikele improved ngobuciko kwezibalo ususe phakathi subject ukuhluka (bheka Technical iSithasiselo), kodwa avulekele confounders kungenzeka (isib, ukushintsha isimo sezulu phakathi pre-ukwelashwa kanye nokwelashwa period) (Greenwald 1976; Charness, Gneezy, and Kuhn 2012) . Kungakapheli-Izikhonzi imiklamo nakho izinyathelo ngezinye izikhathi abizwa ngokuthi okuphindaphindiwe imiklamo. Ekugcineni, imiklamo exubile hlanganisa ukucacisa ngcono ngaphakathi-izihloko imiklamo kanye nokuvikelwa uma nolokukhungathekisa of phakathi-tifundvo imiklamo. In a design exubile, umcwaningi ufanisa ushintsho imiphumela abantu ekwelapheni kanye nokulawula amaqembu. Lapho abacwaningi kakade unayo ulwazi pre-ukwelashwa, njengoba kunjalo ucwaningo digital, imiklamo exubile kukhona akukhetha phakathi-izikhonzi imiklamo ngenxa uzuza e ngokunemba (bheka iSithasiselo Technical).
Sekukonke, ukuklanywa imiphumela Schultz et al. (2007) ibonise ukubaluleka ezihambayo ngaphesheya nemaresiphi elula. Ngenhlanhla, awudingi ukuba abe genius ukudala kwenziwa ucwaningo olufana nalolu. Izazi zokuhlalisana kwabantu baye bahlakulela imiqondo emithathu ukuthi uyonihola ngase kwenziwa ucwaningo creative acebile nokuningi: 1) kwemukeleka, 2) heterogeneity imiphumela ukwelashwa, futhi 3) netindlela. Okungukuthi, uma niqhubeka lezi imibono ezintathu engqondweni kuyilapho wena ukuklama sokuhlolwa kwakho, uyobe ngokwemvelo ukudala kwenziwa ucwaningo mnandi futhi ewusizo. Ukuze sifanekise le miqondo emithathu in action, mina ngizobe chaza eziningi alandele-up ingxenye yomzimba digital insimu ukuhlolwa eyakhelwe phezu design nenhle futhi imiphumela ethokozisayo e Schultz et al. (2007) . Njengoba uzobona, ngokusebenzisa design ngokucophelela, ukuqaliswa, analysis, futhi nencazelo, nawe ungakwazi ukudlulela ngale yenholo elula.
