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消费者偏好多样性,但是多样性对消费者行为和认知的影响却鲜有研究。基于行为启动理论,本研究提出并实证验证了一个创新性的假设:多样性促进创造性。实验一和实验二使用图片操纵不同程度的多样性水平,发现高多样性的图片会促进人们在发散性创造力任务中的表现;实验三操纵人们看到的问卷背景颜色数量的差异,发现多色背景比单色背景更加促进收敛性创造力;最后一个实验是自然实验,我们测量高中生在穿校服(低多样性)和不穿校服(高多样性)的情况下的创造力,发现校服降低高中生的发散性创造力。
Consumer preference diversity, but the diversity of consumer behavior and cognitive effects are rarely studied. Based on the behavioral startup theory, this study presents and empirically validates an innovative hypothesis that diversity promotes creativity. Experiment 1 and Experiment 2 used pictures to manipulate different degrees of diversity, and found that pictures with high diversity promoted people’s performance in divergent creative tasks. Experiment 3 manipulated the differences in the number of background colors that people saw and found that more The background is more natural than the monochrome background. The last experiment was a natural experiment. We measured the creativity of high school students in uniforms (low diversity) and unbiased (high diversity), and found that uniforms Reduce high school students’ divergent creativity.