Zayas Vivian, Pandey Gayathri, Tabak Joshua
Department of Psychology, Cornell University, Ithaca NY, USA.
Department of Psychology, Cornell University, IthacaNY, USA; Facebook, Inc., Menlo ParkCA, USA.
Front Psychol. 2017 Mar 20;8:355. doi: 10.3389/fpsyg.2017.00355. eCollection 2017.
Attitudes are not static, but constructed at the moment of the evaluation, incorporating temporary contextual influences. How do meaningful events that naturally occur within a culture, such as a national holiday, shape evaluative judgments of objects related to the holiday? We focused on evaluations of red roses and gift chocolates, which are everyday objects, but also iconic of Valentine's Day in the U.S. We reasoned that if cultural events shape evaluations, then roses and chocolates would be evaluated differently near Valentine's Day. Using a large and diverse U.S. sample, we found that as Valentine's Day neared, evaluations of roses and chocolates (but not a comparison object) were evaluated more positively. Increases in positivity of roses and chocolates covaried with their increased cultural relevance, as quantified by the volume of web search queries involving these terms. These findings provide a demonstration of by which the salience of cultural events shape evaluations.
态度并非一成不变，而是在评价之时构建而成，融入了当下的情境影响。文化中自然发生的有意义事件，比如国庆日，是如何塑造与该节日相关物品的评价判断的呢？我们聚焦于红玫瑰和礼品巧克力的评价，它们虽是日常物品，但在美国也是情人节的标志性物品。我们推断，如果文化事件会影响评价，那么在情人节临近时，玫瑰和巧克力的评价会有所不同。通过对大量多样化的美国样本进行研究，我们发现随着情人节临近，玫瑰和巧克力（而非对照物品）的评价更为积极。玫瑰和巧克力积极评价的增加与它们文化相关性的增强相关，这种相关性通过涉及这些词汇的网络搜索查询量来量化。这些发现证明了文化事件的显著性是如何影响评价的。
