“向上即良好”：网页调查中屏幕位置对评价等级的影响。
"Up Means Good": The Effect of Screen Position on Evaluative Ratings in Web Surveys.
作者信息
Tourangeau Roger, Couper Mick P, Conrad Frederick G
机构信息
Roger Tourangeau is a Vice President at Westat, Rockville, MD, USA, and co-director of the Survey Methodology Unit there. Mick P. Couper and Frederick G. Conrad are Research Professors at the University of Michigan's Survey Research Center, Ann Arbor, MI, USA, and at the Joint Program in Survey Methodology at the University of Maryland, College Park, MD, USA. The work reported here was supported by grants from the National Science Foundation [SES-0106222 to R.T., M.P.C., F.G.C., and Reg Baker] and the National Institute for Child Health and Human Development [R01 HD041386-01A1 to R.T., M.P.C., F.G.C., and Reg Baker]. Neither the National Science Foundation nor the National Institute for Child Health and Human Development is responsible for the conclusions presented here. We are grateful to Reg Baker for his contributions to the design and implementation of these experiments, and to Jenna Fulton, Hanyu Sun, and Cong Ye for their work on the meta-analysis.
出版信息
Public Opin Q. 2013;77(Suppl 1):69-88. doi: 10.1093/poq/nfs063.
This paper presents results from six experiments that examine the effect of the position of an item on the screen on the evaluative ratings it receives. The experiments are based on the idea that respondents expect "good" things-those they view positively-to be higher up on the screen than "bad" things. The experiments use items on different topics (Congress and HMOs, a variety of foods, and six physician specialties) and different methods for varying their vertical position on the screen. A meta-analysis of all six experiments demonstrates a small but reliable effect of the item's screen position on mean ratings of the item; the ratings are significantly more positive when the item appears in a higher position on the screen than when it appears farther down. These results are consistent with the hypothesis that respondents follow the "Up means good" heuristic, using the vertical position of the item as a cue in evaluating it. Respondents seem to rely on heuristics both in interpreting response scales and in forming judgments.
本文展示了六项实验的结果，这些实验考察了屏幕上项目的位置对其获得的评价等级的影响。这些实验基于这样一种观点，即受访者期望“好”的事物——那些他们持积极看法的事物——在屏幕上的位置比“坏”的事物更高。实验使用了不同主题的项目（国会和健康维护组织、各种食物以及六个医学专业），并采用了不同方法来改变它们在屏幕上的垂直位置。对所有六项实验的荟萃分析表明，项目的屏幕位置对项目的平均评分有微小但可靠的影响；当项目出现在屏幕上较高位置时，评分显著比出现在较低位置时更积极。这些结果与受访者遵循“向上意味着好”的启发式方法这一假设一致，即利用项目的垂直位置作为评估它的线索。受访者在解释反应量表和形成判断时似乎都依赖启发式方法。
Zotero 插件