Fridman Ilona, Scherr Karen A, Glare Paul A, Higgins E Tory
Columbia Business School, New York, NY, USA
Fuqua School of Business, Durham, NC, USA.
Pers Soc Psychol Bull. 2016 Aug;42(8):1025-44. doi: 10.1177/0146167216649931.
Sometimes physicians need to provide patients with potentially upsetting advice. For example, physicians may recommend hospice for a terminally ill patient because it best meets their needs, but the patient and their family dislike this advised option. We explore whether regulatory non-fit could be used to improve these types of situations. Across five studies in which participants imagined receiving upsetting advice from a physician, we demonstrate that regulatory non-fit between the form of the physician's advice (emphasizing gains vs. avoiding losses) and the participants' motivational orientation (promotion vs. prevention) improves participants' evaluation of an initially disliked option. Regulatory non-fit de-intensifies participants' initial attitudes by making them less confident in their initial judgments and motivating them to think more thoroughly about the arguments presented. Furthermore, consistent with previous research on regulatory fit, we showed that the mechanism of regulatory non-fit differs as a function of participants' cognitive involvement in the evaluation of the option.
有时医生需要向患者提供可能令人不安的建议。例如，医生可能会为绝症患者推荐临终关怀服务，因为这最符合他们的需求，但患者及其家人不喜欢这个建议的选项。我们探讨了是否可以利用调节不匹配来改善这类情况。在五项研究中，参与者想象自己收到医生令人不安的建议，我们证明，医生建议的形式（强调收益与避免损失）与参与者的动机取向（促进与预防）之间的调节不匹配，会提高参与者对最初不喜欢的选项的评价。调节不匹配通过使参与者对自己的初始判断缺乏信心，并促使他们更深入地思考所提出的论据，从而减弱他们的初始态度。此外，与先前关于调节匹配的研究一致，我们表明调节不匹配的机制会因参与者在选项评估中的认知参与程度而有所不同。
