The predictive utility of word familiarity for online engagements and funding
The predictive utility of word familiarity for online engagements and funding
复制标题
DOI：
10.1073/pnas.2026045118
复制
发表时间：
2021-05-04
影响因子：
11.1
通讯作者：
Shulman, Hillary C.
中科院分区：
文献类型：
--
作者：
Markowitz, David M.;Shulman, Hillary C.
元认知框架，如处理流畅性，通常表明人们对简单和普通语言的反应比复杂和技术语言更有利。与复杂的信息相比，人们更容易处理简单和非技术的信息，因此导致更多地与目标接触。在两项涵盖12个实地样本（总n = 1,064,533）的研究中，我们通过证明人们在投入时间和注意力时更多地使用非技术语言（例如，简单的在线语言往往会获得更多的社交参与），建立并复制了这种简单即是好的现象。然而，人们在捐款时对复杂的语言做出反应（例如，在慈善捐赠活动和赠款摘要中使用复杂的语言往往会收到更多的钱）。这一证据表明，人们使用复杂语言的启发式会根据时间或金钱目标而有所不同。这些结果强调了语言作为社会和心理过程的透镜，以及大规模测量文本模式的计算方法。
Metacognitive frameworks such as processing fluency often suggest people respond more favorably to simple and common language versus complex and technical language. It is easier for people to process information that is simple and nontechnical compared to complex information, therefore leading to more engagement with targets. In two studies covering 12 field samples (total n = 1,064,533), we establish and replicate this simpler-is-better phenomenon by demonstrating people engage more with nontechnical language when giving their time and attention (e.g., simple online language tends to receive more social engagements). However, people respond to complex language when giving their money (e.g., complex language within charitable giving campaigns and grant abstracts tend to receive more money). This evidence suggests people engage with the heuristic of complex language differently depending on a time or money target. These results underscore language as a lens into social and psychological processes and computational methods to measure text patterns at scale.