ISSN 0439-755X
CN 11-1911/B
主办:中国心理学会
   中国科学院心理研究所
出版:科学出版社

心理学报 ›› 2021, Vol. 53 ›› Issue (11): 1271-1285.doi: 10.3724/SP.J.1041.2021.01271

• 研究报告 • 上一篇    下一篇

排名列表项目展示方式对于项目评价的极化效应

段珅, 孟陆   

  1. 中国人民大学商学院, 北京 100872
  • 收稿日期:2021-02-04 出版日期:2021-11-25 发布日期:2021-09-23
  • 通讯作者: 孟陆, E-mail: jjzxml123@163.com
  • 作者简介:段珅和孟陆为本文共同第一作者, 对本文贡献等同。
  • 基金资助:
    中国人民大学2020年度拔尖创新人才培育资助计划成果, 国家自然科学基金青年项目(72002153)资助

The polarization effect of project presentation in ranking list on project evaluation

DUAN Shen, MENG Lu   

  1. School of Business, Renmin University of China, Beijing 100872, China
  • Received:2021-02-04 Online:2021-11-25 Published:2021-09-23

摘要: 排名列表是帮助消费者快速识别品牌或产品优劣的手段。研究基于空间隐喻理论, 探究排名列表的不同展示方式(垂直vs水平)对消费者列表项目评价的极化影响及作用机制。通过5个实验发现: 消费者对于垂直排名列表相比水平排名列表中的项目具有更大的评价极化效应, 并且验证了项目感知差异在上述关系中的中介作用, 即垂直排名列表的评价极化效应是由个体较高的排名列表项目感知差异所驱动的。此外, 当属性可评估性较低时, 才会出现不同列表项目的评价极化效应; 相反, 当排名列表项目属性可评估性较高时, 该评价极化效应消失。

关键词: 排名列表, 评价极化效应, 项目感知差异, 属性可评估性, 空间隐喻

Abstract: As a means of communication to help consumers quickly identify the advantages and disadvantages of brands or products, the ranking list has been paid more and more attention by merchants and consumers. However, most of the existing researches on the ranking effect focuses on comparing the influence mechanism of different ranking list items or positions on consumers, ignoring the influence of different display modes of the same list on consumer evaluation. For this purpose, based on the spatial metaphor theory, the paper studied different display modes (vertical or horizontal) of the same ranking list to explore their impacts on the difference in consumer evaluation of items ranking list.
This study intends to explore the above relationship and its internal mechanism through five experiments. Firstly, two online experiments (Experiment 1a [N = 200] and Experiment 1b [N = 332], scenario of mobile phone brand evaluation) were conducted to verify that the evaluation polarization effect existed in both the positive ranking list and the negative ranking list. Secondly, Experiment 2 (N = 228) was a laboratory experiment to expand the partial ranking list to the whole item ranking list form (gift evaluation scenario). The results show that in the full-ranking list form, consumers’ evaluation difference of items in the vertical ranking list is significantly higher than that in the horizontal ranking list, with the increase of the number of items in the ranking list, evaluation difference becomes more obvious.
Experiment 3 (N = 187) adopted common school ranking scenarios to verify the mediating role of item perception difference in the above relationship, the higher evaluation polarization effect of the vertical ranking list than the horizontal ranking list is due to Consumers have greater perceived item differences for items in vertical ranking lists. Finally, Experiment 4 (N = 279) applied the form of brand ranking list to verify the main effect, meanwhile, the moderating effect of attribute evaluability was also examined. When the evaluability of attributes is low, the evaluation polarization effect of different lists will appear. On the contrary, when the item attribute of the ranking list is highly evaluable, this polarization effect of evaluation disappeared.
This study expands the relevant theories of ranking effect and spatial metaphor, and provides practical guidance for merchants to flexibly use ranking lists to effectively communicate with consumers. In particular, the contributions of the study include the following: (1) we explore the influence of the change of ranking item spatial position on consumer item evaluation, and thus expand the theoretical framework of ranking effect research; (2) we effectively combine spatial and numerical elements in the context of the ranking list, further expend the theory of numerical cognitive bias under the same dimension of number representation forms; (3) we expand the theoretical application scenarios of “spatial metaphor”. In this study, the two dimensions of spatial metaphor theory (location metaphor + distance metaphor) were employed to systematically illustrate the internal mechanism of the influence of spatial representation of ranking list on evaluating polarization effect. Our study effectively brings the two sub-dimensions of spatial metaphor theory into the overall consideration of the same theoretical framework; (4) we expand the precursor psychological factors of evaluation polarization from a cognitive perspective. The emergence of the study increases and expands the expression forms and application scenarios of evaluating polarization effect, deeply exploring the psychological cognitive process of evaluating polarization effect in theoretical scenarios.

Key words: ranking list, evaluation polarization effect, item perceived variance, attribute evaluability, spatial metaphor

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