创造性产品评价中的从众效应

尽管对从众效应已经开展了广泛的研究, 但对于创造性产品的评价是否存在从众效应仍有待探讨。本实验以原创性程度不同的两类创造性产品——“创新产品”和“革新产品” ——为材料, 采用“初次评价-从众诱导-延时再评”的实验程序, 研究了人们在创造性产品的两个基本维度——新颖性和实用性——的感知和评价上是否存在从众效应。结果发现, 两类产品在两个维度的评价上都存在从众效应; 但“创新产品”在实用性维度的评价上比“革新产品”更容易从众。实验进一步比较了被试在做出两个维度的评价时其确定性程度有无差异, 发现被试在对“创新产品”进行实用性评价时所伴随的不确定感较之革新产品更强, 这提示可能是对“创新产品”进行实用性判断时所具有的更大的不确定感导致了从众程度的增加。

Conformity effect of the evaluation of creative products

Although previous studies have found that a conformity effect exists widely, whether people are affected by groups in the evaluation of creative products, the new products with the basic characteristics of novelty and practicability, remains a question to be studied. Compared to artistic products, such products are closely related to real life, reflecting actual creativity, and they are typical creative products in life. Although such products reveal new perspectives for consumers, they also promote a sense of uncertainty. Research shows that when faced with uncertainty, participants are more likely to follow others. Almost all studies on this subject have involved the evaluation of creativity, yet novelty and practicability are two important aspects of creativity. Researchers have studied the characteristics of creativity or creative products; however, creative products can be divided into innovative products and renovative products according to their originality. Therefore, we plan to compare the conformity effect of the two kinds of creative products in the evaluation of novelty and practicability in this study.