Sinaceur Marwan, Heath Chip, Cole Steve
Stanford University, Stanford, CA 94305-5015, USA.
Psychol Sci. 2005 Mar;16(3):247-54. doi: 10.1111/j.0956-7976.2005.00811.x.
Although most theories of choice are cognitive, recent research has emphasized the role of emotions. We used a novel context--the Mad Cow crisis in France--to investigate how emotions alter choice even when consequences are held constant. A field study showed that individuals reduced beef consumption in months after many newspaper articles featured the emotional label "Mad Cow," but beef consumption was unaffected after articles featured scientific labels for the same disease. The reverse pattern held for the disease-related actions of a government bureaucracy. A lab study showed that the Mad Cow label induces people to make choices based solely on emotional reactions, whereas scientific labels induce people to consider their own probability judgments. Although the Mad Cow label produces less rational behavior than scientific labels, it is two to four times more common in the environment.
尽管大多数选择理论都是认知性的，但最近的研究强调了情感的作用。我们利用一个新颖的背景——法国的疯牛危机——来研究即使后果保持不变时情感如何改变选择。一项实地研究表明，在许多报纸文章使用了情感标签“疯牛”后的几个月里，个人减少了牛肉消费，但在文章使用了同一种疾病的科学标签后，牛肉消费并未受到影响。政府官僚机构与疾病相关的行动则呈现相反的模式。一项实验室研究表明，“疯牛”标签促使人们仅基于情感反应做出选择，而科学标签促使人们考虑自己的概率判断。尽管“疯牛”标签产生的行为不如科学标签理性，但它在环境中出现的频率是科学标签的两到四倍。
