科普体验中的认知、偏好与信念研究

A Study on Cognition, Preference and Belief in Making Meaning from Experiences in Science Popularization Context

科普体验是对科普内容的参与、认知和选择过程,受众从中获得情感愉悦和理性层次的升华。科普受众的偏好和信念影响了科普体验的决策和认知,行为科学能够很好地解释科普体验从偏好信念向决策认知的转化过程。本文利用行为科学原理设计了心理账户实验和信息瀑布实验,分别考察科普体验的消费和认知选择。研究结果发现,科普体验受众按心理账户决定是否进行科普体验消费,同样的资金具有非替代性,得失编码规则影响体验选择,教育和学习因素是促使受众进行科普体验活动的最关键要素。在科普体验过程中容易出现信息瀑布,科普受众对科学知识的认知受到前人的影响。

Making meaning from experiences in science popularization context is a proceeding of participating, cognition and making decision. Participates will get emotional happiness and rational improvement in the proceeding. Participates’ preferences and beliefs improve the decision making and cognition, and it can be explained with the behavior science on behavior bias. Mental accounting experiments and information cascade experiments are designed to examine consumers’ decision-making of their behavior and cognition from experiences in science popularization context. The results show metal accounting will impact upon experiences, the same funds are irreplaceable, mode of gain and loss will also impact upon the decisions, and learning is the most important factor which makes participates involve in experiences. Information cascade exists in experiences in science popularization context.