ISSN 0439-755X
CN 11-1911/B

心理学报 ›› 2019, Vol. 51 ›› Issue (6): 688-698.doi: 10.3724/SP.J.1041.2019.00688

• 研究报告 • 上一篇    下一篇


张红1, 任靖远1, 刘晨阳1, 罗劲1,2()   

  1. 1 首都师范大学心理学院, 北京市“学习与认知”重点实验室, 北京 100048
    2 北京脑科学与类脑研究中心, 北京102206
  • 收稿日期:2018-07-11 出版日期:2019-06-25 发布日期:2019-04-25
  • 通讯作者: 罗劲
  • 基金资助:
    * 首都师范大学科技创新服务能力建设-基本科研业务费科研类(025-185305000);北京市教委市属高校创新能力提升计划项目(TJSH20161002801);国家自然科学基金面上项目(31671124);国家自然科学基金面上项目资助(31871093)

Conformity effect of the evaluation of creative products

ZHANG Hong1, REN jingyuan1, LIU Chenyang1, LUO Jing1,2()   

  1. 1 Beijing Key Laboratory of “Learning & Cognition”, school of Psychology, Capital Normal University, Beijing 100048, China
    2 Chinese Institute for Brain Research, Beijing 102206, China
  • Received:2018-07-11 Online:2019-06-25 Published:2019-04-25
  • Contact: LUO Jing


尽管对从众效应已经开展了广泛的研究, 但对于创造性产品的评价是否存在从众效应仍有待探讨。本实验以原创性程度不同的两类创造性产品——“创新产品”和“革新产品” ——为材料, 采用“初次评价-从众诱导-延时再评”的实验程序, 研究了人们在创造性产品的两个基本维度——新颖性和实用性——的感知和评价上是否存在从众效应。结果发现, 两类产品在两个维度的评价上都存在从众效应; 但“创新产品”在实用性维度的评价上比“革新产品”更容易从众。实验进一步比较了被试在做出两个维度的评价时其确定性程度有无差异, 发现被试在对“创新产品”进行实用性评价时所伴随的不确定感较之革新产品更强, 这提示可能是对“创新产品”进行实用性判断时所具有的更大的不确定感导致了从众程度的增加。

关键词: 创新产品, 革新产品, 实用性, 新颖性, 从众效应, 不确定性


Although previous studies have found that a conformity effect exists widely, whether people are affected by groups in the evaluation of creative products, the new products with the basic characteristics of novelty and practicability, remains a question to be studied. Compared to artistic products, such products are closely related to real life, reflecting actual creativity, and they are typical creative products in life. Although such products reveal new perspectives for consumers, they also promote a sense of uncertainty. Research shows that when faced with uncertainty, participants are more likely to follow others. Almost all studies on this subject have involved the evaluation of creativity, yet novelty and practicability are two important aspects of creativity. Researchers have studied the characteristics of creativity or creative products; however, creative products can be divided into innovative products and renovative products according to their originality. Therefore, we plan to compare the conformity effect of the two kinds of creative products in the evaluation of novelty and practicability in this study.

An “initial evaluation-conformity induced-delay re-evaluation” paradigm was used in Experiment 1, in which participants were first asked to evaluate the practicability (or novelty) of creative products; then the 200 undergraduates' average rating and the participants' own ratings were revealed. The group rating would be revealed as higher or lower than or similar to the participants' rating. Thirty-minutes later, participants evaluated the task again were entirely unexpected. To further analyze the difference in conformity degree between the two types of creative products, the subjects were required to make a certainty judgment on the novelty and practicality of the product in Experiment 2.

Experiment 1 revealed that participants had decreased their practicability (or novelty) ratings when the group rating was lower than their first rating, increased their practicability (or novelty) ratings when the group rating was higher than their first rating, and did not change their ratings significantly when the group rating was comparable to their first rating. In the evaluation of practicability, it was found that the conformity of variation (the second rating - the first rating) of innovative products was significantly higher than that of renovative products. Nevertheless, in the evaluation of novelty, the two types of creative products had the same conformity of variation. Similarly, Experiment 2 found that the uncertainty of the evaluation of the practicability of the innovative product was greater than that of the renovative product. In the evaluation of the novelty of the two kinds of products, the degree of uncertainty was the same.

In summary, both the evaluation of novelty and the practicability of creative products had a conformity effect. In the practicality evaluation of innovative products, it was easier for respondents to follow others, which might be caused by the greater uncertainty in the practical evaluation of innovative products than in that of renovative products. Nevertheless, in the absence of knowledge of new things, blindly following the crowd is likely to have unimaginable consequences. For long-term development, we should fully understand that innovative products are practical and decide what to do the next.

Key words: innovative products, renovative products, practicability, novelty, conformity effect, uncertainty