4.4 Kufambira mberi nyore kuedza
Ngatitorei kufamba mberi nyore kuedza. Pfungwa nhatu anobatsira mupfumi kuedza: ukoshi, heterogeneity kurapwa nemigumisiro, uye mashandiro.
Vatsvakurudzi vari vatsva kuedza kakawanda nezvemuchato chaizvo chaizvo, yakamanikana mubvunzo: anoita kurapwa ichi "basa"? Somuenzaniso, zvinoita runhare kubva rokuzvipira kurudzira munhu kuvhota? Ko changing Website bhatani kubva yebhuruu kuti girini kuwedzera watinya-kuburikidza zvazvingava? Zvinosuruvarisa kusazvibata phrasing nezvei "mabasa" pfungwa dzomutauro wokutanga dzingasajeka ndechokuti nepaburi chakabatikana kuedza here kwauri kana kurapwa "anoshanda" neimwewo mupfungwa. Asi, akapotsa pfungwa kuedza kupindura zvikuru chaiwo mubvunzo: chii avhareji mugumisiro ino yakananga kurapwa pamwe ichi zvakananga implementation nokuda yevagari iyi vechikamu panguva ino? Ndicharipira kuedza kuti pfungwa iyi nhete mubvunzo nyore kuedza.
Simple kuedza vanogona kupa mashoko anokosha, asi vanokundikana kupindura mibvunzo yakawanda vari vose rinokosha uye zvinofadza akadai: pane vamwe vanhu ivo kurapwa aiva yakakura kana miduku nomugumisiro ?; pane imwe kurapwa kuti zvaizova neveruwa ?; uye sei kuedza ichi chokuita yakakura nemagariro dzidziso?
Kuti aratidze kukosha kutamira mhiri nyore kuedza, ngatikurukurei mumwe chandinonamatira analoginen munda kuedza, chidzidzo P. Wesley Schultz uye nevamwe ukama patsika dzemunharaunda uye simba zvinodyiwa (Schultz et al. 2007) . Schultz uye nevamwe akarembera doorhangers musi 300 mhuri muSan Marcos, California, uye doorhangers izvi akanunura mashoko akasiyana chakagadzirirwa kukurudzira simba kuchengetedza. Zvadaro, Schultz uye nevamwe akayera mugumisiro mashoko aya pamusoro magetsi kuparadzwa, vose pashure vhiki imwe uye mavhiki matatu; ona Figure 4.3 kuti tsananguro uwane mamwe experimental magadzirirwo.
Figure 4.3: Schematic zvakagadzirwa kubva Schultz et al. (2007) . Munda kuedza raisanganisira kushanyira vanenge 300 mhuri muSan Marcos, California kashanu pamusoro imwe vhiki sere kumwedzi. On nomumwe vanoshanyira vanotsvakurudza manually akatora kuverenga kubva imba simba mita. On vaviri kushanyirwa vaongorori akaisa doorhangers imba kupa mamwe mashoko pamusoro simba ravo kushandiswa. Zvokutsvakurudza mubvunzo waiva sei zviri mashoko aya angadai nechirongwa simba kushandiswa.
Kuedza aiva maviri ezvinhu. Muzana rokutanga ezvinhu, mhuri vakagamuchira mukuru simba okuponesa mazano (semuenzaniso, shandisa mafeni panzvimbo dzekudenga conditioners) uye ruzivo pamusoro simba mhuri yavo kushandiswa kuenzaniswa avhareji simba kushandiswa munzvimbo yavo. Schultz uye nevamwe akadana iyi rairatidza normative ezvinhu nokuti mashoko pamusoro simba kushandiswa munzvimbo yavo mashoko pamusoro chairwo maitiro (kureva, munhu rairatidza ndozvakajairwa). Apo Schultz uye nevamwe akatarira zvichiguma simba kushandiswa muboka iri, mushonga akazviratidza kuva nomugumisiro, mungave pfupi kana refu-refu; mune mamwe manzwi, kurapa haana sokuti "basa" (Figure 4.4).
Asi, sezvinei, Schultz et al. (2007) haana kugutsikana kuongorora iyi isina. Kuedza vasati akatanga Vakarangana kuti inorema vanoshandisa magetsi-vanhu pamusoro Zvichakadaro-kuti kuderedza zvinodyiwa yavo, uye kuti chiedza vanoshandisa magetsi-vanhu pazasi Zvichakadaro-kuti chaizvoizvo kuwedzera kudya kwavo. Vakati akatarira data, ndizvo chaizvo izvo vakawana (Figure 4.4). Saka, chii akafanana kurapwa kuti akanga asina maturo raingova kurapwa kuti akanga vaviri offsetting migumisiro. Vaongorori akadana ichi pakaunda-zvibereko kuwedzera pakati chiedza vanoshandisa rimwe boomerang maturo.
Figure 4.4: Zvabuda kubva Schultz et al. (2007) . Wokutanga emadziro inoratidza kuti rairatidza ndozvakajairwa kurapwa ane vanofungidzirwa razero avhareji kurapwa maturo. Zvisinei, pemapuranga yechipiri inoratidza kuti kurapwa ichi avhareji kushanda ari chaizvoizvo rinoumbwa vaviri offsetting migumisiro. Nokuti inorema vanoshandisa, kurapa kunoderedza kushandiswa asi chiedza vanoshandisa, kurapwa yakawedzera kushandiswa. Pakupedzisira, wechitatu emadziro chinoratidza kuti kurapwa wechipiri, izvo akashandisa rairatidza uye injunctive dzemunharaunda, akanga nehasha zvimwechetezvo pamusoro rinorema vanoshandisa asi mitigated ari boomerang nomugumisiro chiedza vanoshandisa.
Uyezve, Schultz uye nevamwe yawakaronga mukana ichi, uye yechipiri ezvinhu ivo kutumirwa mumwe siyanei kurapwa, mumwe zvakajeka zvakagadzirirwa wokubvisa boomerang mugumisiro. The mhuri yechipiri ezvinhu akagamuchira chaiyo chete kurapwa mukuru simba okuponesa mazano uye pamusoro simba mhuri yavo kushandiswa mashoko zvichienzaniswa munharaunda-pamwe kwavo rimwe Kuwedzera duku nokuti vanhu vane pazasi-avhareji kuparadzwa, vaongorori akawedzera :) uye nokuda vanhu vane kumusoro-paavhareji zvinodyiwa ivo vakawedzera :(. Emoticons aya akagadzirirwa rinokonzera chii vaongorori inonzi injunctive dzemunharaunda. Injunctive dzemunharaunda vanotaura maonero api unonyanyozivikanwa anotenderwa (uye yakamushora) asi rairatidza dzemunharaunda vanotaura maonero api unonyanyozivikanwa kuitwa (Reno, Cialdini, and Kallgren 1993) .
Nokuwedzera uyu emoticon duku, vaongorori zvinoshamisa akaderedza boomerang mugumisiro (Figure 4.4). Saka, nokuita uyu nyore kuchinja-kuchinja kuti hwaikurudzirwa husingaoneki magariro mupfungwa yokuti (Cialdini, Kallgren, and Reno 1991) -richatodogorwa vanotsvakurudza vakakwanisa kutsausa chirongwa kubva mumwe haana kurangarira kushanda kupinda munhu rakashanda, uye, panguva imwe chete, vakakwanisa kupa mukuru kunzwisisa sei patsika dzemunharaunda sei maitiro evanhu.
Zvisinei, panguva iyi, unogona kuona kuti pane zvishoma akasiyana chiedzwa ichi. Kunyanya, kuedza pamusoro Schultz uye nevamwe haasi chaizvoizvo ane kudzora boka saizvozvo kuti randomized rinodzorwa kuedza kuita. Fananidzo pakati zvakagadzirwa ichi uye magadzirirwe Restivo uye Van De Rijt inoratidza kusiyana zviviri zvikuru mazano dzinoshandiswa nevatsvakurudzi. In pakati-nyaya mazano, dzakadai Restivo uye motokari of Rijt, pane kurapa boka uye kudzora boka, uye mukati-nyaya mapurani maitiro vechikamu rinofananidzwa asati uye pashure kurapwa (Greenwald 1976; Charness, Gneezy, and Kuhn 2012) . Mune rimwe mukati-pasi kuedza zvinoita kana imwe neimwe yeboka anoita sezvo kudzora boka wake. Simba pakati-pasi mazano ndechokuti anodzivirira pamusoro confounders (sezvo ini zvambotaurwa), uye simba mukati-nyaya kuedza ichiwedzerwa zvakarurama mune inofungidzirwa. Apo vatori vechikamu anoita sezvo masimba avo pachavo, pakati-mukwikwidzi kushanduka panobviswa (ona Technical Okuwedzera). Vaifananidzira chinhu kuti achauya pashure apo ini kupa mazano pamusoro mazano digitaalinen kuedza, pane Purani, inonzi zvakavhenganiswa design, kuti anosanganisa nani nemazvo pamusoro mukati-nyaya mazano uye kudzivirira akakunda pakati pakati-nyaya mazano.
Figure 4,5: Three experimental mazano. Standard randomized pehurumende kuedza kushandisa pakati-pasi mano. Muenzaniso mumwe pakati-vanotongwa Magadzirirwo Restivo uye Van De Rijt raMwari (2012) Kuedza pamusoro barnstars uye mipiro Wikipedia: vatsvakurudzi randomly akavakamura vechikamu kupinda kurapwa uye masimba mapoka, akapa vechikamu vari boka kurapwa ane barnstar, uye akaenzanisa zvaitika kuti vaviri mapoka. A mhando zvakagadzirwa wechipiri ari mukati-nyaya kugadzirwa. The kuedza zviviri Schultz uye bhururu wacho (2007) Kudzidza pamusoro patsika dzemunharaunda uye simba kushandisa zvinoratidza munhu mukati-vanotongwa design: vatsvakurudzi akaenzanisa magetsi kushandiswa vechikamu vasati uye pashure kugamuchira kurapwa. Mukati-nyaya mazano kupa nani uwandu nemazvo kusava pakati nyaya kutsaura (ona Technical Okuwedzera), asi ivo vari yakazarukira zvichibvira confounders (semuenzaniso, kuchinja mamiriro okunze pakati yaivapo kurapwa uye kurapwa nguva) (Greenwald 1976; Charness, Gneezy, and Kuhn 2012) . Mukati-nyaya mazano vari dzimwe nguva chainzi inodzokororwa zviyero mazano. Pakupedzisira, hwakakanyiwa mazano nokubatanidza nani nemazvo pamusoro mukati-pasi mazano uye kudzivirira akakunda pakati pakati-nyaya mazano. Mune zvakavhenganiswa design, mumwe mutsvakurudzi rinofananidza kuchinja zvaitika vanhu vari kurapwa uye masimba mapoka. Apo vanotsvakurudza vachitova pre-kurapwa mashoko, sepanguva zvakawanda digitaalinen kuedza, zvakavhenganiswa mazano zviri nani kuti pakati-vanotongwa mazano nokuda yemibairo vari zvakarurama (ona Technical Okuwedzera).
Yose zvayo, magadzirirwo uye migumisiro Schultz et al. (2007) ratidza kukosha kutamira mhiri nyore kuedza. Sezvineiwo, haufaniri kuva shasha kuumba kuedza seizvi. masayendisiti anoongorora magariro evanhu dzakabudirira pfungwa nhatu kuti ichakubatsirai kurutivi dzakapfuma zvikuru kuedza okusika: 1) ukoshi, 2) heterogeneity kurapwa nemigumisiro, uye 3) zvenhengo. Ndizvo, kana iwe chengeta pfungwa idzi nhatu mupfungwa paunenge varangana mano kuedza kwako, iwe Pachatova kusika kunakidza zvikuru uye anobatsira kuedza. Kuti aratidze izvi pfungwa nhatu muzviito, Ndichange kutsanangura anoverengeka kutevera-up munda kuedza aoma digitaalinen yakavakwa pamusoro kwezvokufuka magadzirirwo uye zvinofadza kunoguma Schultz et al. (2007) . Sezvauchaona, kuburikidza kungwarira ekuumba, pachisara uye dudziro, iwewo unogona kufamba mberi nyore kuedza.
