当增加风险感知时不起作用. 使用行为心理学来增加烟雾报警器的所有权
Patty Jansen1, Chris Snijders1, Martijn C Willemsen1,2
1Human Technology Interaction Group, Eindhoven University of Technology, Eindhoven, The Netherlands.
Risk analysis : an official publication of the Society for Risk Analysis
|December 14, 2023
概括
了解诸如专业知识和社会规范等关键因素可以大大提高烟雾报警器的所有权. 针对这些决定因素的沟通策略有效地提高了采用率,而不是那些专注于脆弱性或严重性的策略.
科学领域:
- 行为科学 行为科学
- 公共卫生干预措施 公共卫生干预措施
- 风险沟通 风险沟通
背景情况:
- 烟雾报警器的所有权对于消防安全至关重要,但差异很大.
- 现有的运动往往解决诸如脆弱性和严重性等决定因素,但取得的成功有限.
- 了解烟雾报警器采用的具体驱动因素对于有效的干预至关重要.
研究的目的:
- 确定影响烟雾报警器所有权和购买意向的关键决定因素.
- 根据已识别的决定因素来评估沟通干预的有效性.
- 基于经验发现的干预策略与常用的竞选主题进行比较.
主要方法:
- 文献审查和定性访谈以确定潜在的决定因素.
- 定量调查 (n=622) 用于测试所有权和购买意向的决定因素.
- 两个沟通信息的A/B测试 (n=310):一个基于强有力的预测因素 (技巧,社会规范,烦) 和一个基于典型的竞选主题 (脆弱性,严重性,好处).
主要成果:
- 专业知识,社会规范和烦被确定为烟雾报警器所有权的强有力的预测因素.
- 一项强调这些强有力的决定因素的沟通干预措施,与对照组 (0.9%) 相比,烟雾报警所有权显著增加了9.1%.
- 专注于脆弱性,严重性和益处的干预措施对所有权没有显著影响.
结论:
- 针对经验验证的决定因素,如专业知识和社会规范,对于有效的烟雾报警所有权干预至关重要.
- 全面的问题分析是设计成功的行为改变策略的必要先决条件.
- 基于沟通的干预措施,当与关键的行为驱动因素保持一致时,可以显著增加烟雾报警的所有权.
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