题　目：Nudging Good Behaviors by Decoupling the Behavior-Bonus Link

嘉　宾：涂艳苹  副教授  北京大学光华管理学院

主持人：张铄  助理教授  上海交通大学安泰经济与管理学院

时　间：2023年5月24日（周三）14:00-15:30

地　点：上海交通大学 徐汇校区 安泰经济与管理学院A503

内容简介:

Good behaviors (e.g., exercise, recycle, save, learn) sometimes come with a fixed participatory bonus whereby people may game the system by choosing to do the minimal even when they desire to do more. How to prompt people to do more of the behaviors they desire themselves? We show that a simple and costless change in the choice presentation format which decouples the key behavior and the bonus can help, because it shifts decision focus from maximizing objective value to maximizing intrinsic preference. Studies 1a and 1b demonstrate the basic effect in the exercising and sustainable consumption domains. Study 2 replicated the effect in the savings domain and provided mechanism evidence via mediation. Study 3 found, in the learning domain, that the effect is more pronounced among those who intrinsically desire to learn. Studies 4 and 5 show the generalizability of the proposed effect when the key behavior is only superficially linked to a benefit in the domain of personal finance decisions.

演讲人简介：

涂艳苹，北京大学光华管理学院副教授、博士生导师。北京大学学士；芝加哥大学博士。研究成果发表于Journal of Consumer Research, Journal of Marketing Research, Production and Operations Management, Journal of Personality and Social Psychology等营销学、管理学和心理学顶级期刊，也被The New York Times, Harvard Business Review, The Economist, Scientific American, NPR, Fast Company等媒体报导。任《心理学报》编委（2018-至今）。

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