信用を高める表示は,非規範的な公共財の提供を促進します
Gordon T Kraft-Todd1, Bryan Bollinger2, Kenneth Gillingham3
1Department of Psychology, Yale University, New Haven, CT, USA. gordon.kraft-todd@yale.edu.
Nature
|October 26, 2018
まとめ
人気のない公共財を 効果的に促進できるのは 擁護者自身のコミットメントを 示すことによってです ソーラーパネルを設置したコミュニティー・オーガナイザーは 住人の数を大幅に増やし 信頼性を高めるディスプレイの力を示しました
科学分野:
- 文化の進化
- 社会心理学
- 行動経済学
背景:
- 非規範的な公共財の普及を促進することは困難です.
- 伝統的な協力手段は 稀な行動や 人気のない行動には あまり効果的ではありません
- 行動が言葉よりも 説得力があることを示しています
研究 の 目的:
- 非規範的な公共財を促進するための効果的な戦略を調査する.
- 行動促進における信頼性を高めるディスプレイの適用をテストする.
- 人気のないイニシアチブの成功裏のメカニズムを理解する.
主な方法:
- 58の米国都市 (140万人の住民) での太陽光パネル採用プログラムに関するフィールド研究.
- 前もって登録された3つのランダム化調査実験 (n=1,805).
- 採用率と参加者の二次信念の分析
主要な成果:
- ソーラーパネルを自分で設置した コミュニティ・オーガナイザーには 62.8%以上の 住民が採用されました
- この効果は実験で再現され 他の非規範的な行動に一般化されました
- 信用感における二次的な信念の役割を裏付けている.
結論:
- 非規範的な行動に対する 説得力を高めます
- 信頼性を高めるディスプレイは 社会的行動を促す強力な枠組みを提供します
- 新しい公共財の採用を推進する実践者や政策立案者への影響
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