基于解释水平理论的研究生招生宣传策略研究

Study on Publicity Strategy in Admitting Graduate Students Based on Construal Level Theory

研究生生源的质量是高校研究生教育的基础,在研究生报考人数逐年下降的背景下,高校研究生生源竞争越发激烈,科学合理地制定招生宣传方案尤为重要。以考生报考时的心理决策机制为突破口,从心理学的视角分析考生报考硕士研究生志愿的行为心理机制,并利用解释水平理论为高校研究生招生宣传制定提出新的策略和方法。

The quality of postgraduate candidates determines the quality of postgraduate education.And at present,the number of candidates applying for postgraduate positions has declined year by year.As a result,it becomes competitive for colleges and universities to admit more and better postgraduate candidates.In this case,it is important for those colleges and universities to draw up a plan for admission publicity work.Starting from?analysis of the candidates’ psychological decision-making mechanism and based on CLT(construal level theory),we can formulate new?strategies?and methods?for the admission publicity work for colleges and universities.