Motivating the adoption of new community-minded behaviors: An empirical test in Nigeria
Motivating the adoption of new community-minded behaviors: An empirical test in Nigeria
复制标题
DOI：
10.1126/sciadv.aau5175
复制
发表时间：
2019-03-01
期刊：
影响因子：
13.6
通讯作者：
Paluck, Elizabeth Levy
中科院分区：
文献类型：
--
作者：
Blair, Graeme;Littman, Rebecca;Paluck, Elizabeth Levy
长期以来，社会科学家一直试图解释为什么人们会为了社区的利益而捐赠资源。对激励这些重要行为的首批采用者这一艰巨任务的关注较少。在尼日利亚的一项实地试验中，我们测试了两个鼓励人们尝试通过短信举报腐败的活动。关于如何改变感知规范和如何减少行动障碍的心理学理论推动了每一场运动的设计。第一部是一部由演员举报腐败的电影，第二部是一条减少举报工作量的群发短信，共导致106个社区的1181人发短信，其中包括241人发送具体的腐败举报。社会规范和行为变化的心理学理论可以解释合作和集体行动演变的早期阶段，当时采用合作和集体行动的情况还相对较少。
Social scientists have long sought to explain why people donate resources for the good of a community. Less attention has been paid to the difficult task of motivating the first adopters of these important behaviors. In a field experiment in Nigeria, we tested two campaigns that encouraged people to try reporting corruption by text message. Psychological theories about how to shift perceived norms and how to reduce barriers to action drove the design of each campaign. The first, a film featuring actors reporting corruption, and the second, a mass text message reducing the effort required to report, caused a total of 1181 people in 106 communities to text, including 241 people who sent concrete corruption reports. Psychological theories of social norms and behavior change can illuminate the early stages of the evolution of cooperation and collective action, when adoption is still relatively rare.