就医偏好的纯粹接触效应

Mere Exposure Effect of Treatment Preferences

目的:探讨就医偏好是否随医生照片一次或者多次呈现发生变化。方法:在实验1、2中分别对医生照片进行阈下和阈上呈现,操纵呈现次数(不呈现、呈现一次、呈现多次)和职称特征(主任医生vs.主治医生),以偏好水平为因变量,进行3×2被试内实验研究。结果:1阈下呈现和阈上呈现过照片信息的医生偏好均显著高于未呈现照片信息的医生;2呈现多次与呈现一次之间诱发的偏好差异不显著;3照片呈现一次和呈现四次的职称再认成绩差异显著。结论:阈上呈现和阈下呈现均能引发纯粹接触效应;但一定程度内呈现次数增加未能显著提高就医偏好。

Objective： To investigate whether treatment preferences can be changed by frequent presentation of doctor＇s photo. Methods： In experiment 1 and 2, we respectively presented doctors＇ photos through subliminal exposure and supraliminal exposure, using 3（exposure times： zero, once, many times）×2（doctors＇ titles： Director vs. Indications） within-subjects design. Results： ①Preferences to doctors whose photos had been through subliminally exposed and supra-liminally exposed were significantly higher than the doctors with no photos being exposed; ②The times of exposure times had no main effect on the preference; ③The exposure times of doctor titles showed a significant main effect on preference. Conclusion： Mere exposure effect could be arised in both subliminal exposure and supraliminal exposure, however, exposure times may have little influence on patient＇s preference to dotor.