人是如何被说服的：认知风格对目标框架效应的影响
How People Are Persuaded: The Influence of Cognitive Style on the Goal Framing Effect
摘要: 在日常生活中，人们总是浏览着各种信息进行着决策。最终行为结果或目标在不同的描述框架下将呈现出不同的说服效果，促使个体做出不同的决策，这样的现象称之为目标框架效应。该效应与认知风格关系紧密但仍未得到充分关注，本研究将通过两个行为实验从认知风格角度来探究人们如何受到目标框架效应的影响，如何被说服并进一步影响决策行为。实验一通过REI-40量表筛选出不同认知风格的被试(直觉风格/理性风格)，以认知风格作为被试间变量，框架类型作为被试内变量(正向/负向)，说服效果作为因变量，探讨特质性认知风格对目标框架效应的影响。实验二在实验一的基础上，将特质性认知风格改为状态性认知风格，采用时间压力的方式操纵个体信息加工方式，处于时间压力条件下的为直觉风格，而无时间压力的个体为理性风格，进一步探究在不区分特质性认知风格的条件下，认知风格对目标框架效应的影响是否随情境变化而变化。结果发现，相比于理性风格个体，直觉风格个体更容易受到目标框架效应的影响；负向框架下的说服效果要优于正向框架。综上，本研究为个体在现实生活中的正确决策，以及公共政策倡导与健康行为等领域的高效宣传提供了理论和实证依据。
Abstract: In daily life, people constantly process various pieces of information to make decisions. The final behavioral outcomes or goals can exhibit different persuasive effects under different descriptive frameworks, leading individuals to make different decisions. This phenomenon is referred to as the goal-setting effect. While this effect is closely related to cognitive style, it has not yet received sufficient attention. This study will explore how people are influenced by the goal-setting effect, how they are persuaded, and how this further impacts decision-making behavior through two behavioral experiments from a cognitive style perspective. Experiment 1 used the REI-40 scale to select participants with different cognitive styles (intuitive style/rational style), with cognitive style as the between-subjects variable, frame type as the within-subjects variable (positive/negative), and persuasive effect as the dependent variable, to explore the influence of trait cognitive style on the goal framing effect. Experiment 2 builds on Experiment 1 by replacing trait-based cognitive style with state-based cognitive style. It manipulates individual information processing methods through time pressure, with intuitive style under time pressure conditions and rational style under no time pressure conditions. This further explores whether the influence of cognitive style on the goal framing effect varies with situational changes when trait-based cognitive style is not distinguished. The results showed that compared to rational-style individuals, intuitive-style individuals were more susceptible to the target framing effect; persuasive effects under negative frames were superior to those under positive frames. In summary, this study provides theoretical and empirical evidence for individuals to make correct decisions in real life, as well as for efficient advocacy in public policy and health behavior promotion.
文章引用：林晓玲, 陈聪, 何雨桐, 成晓君 (2025). 人是如何被说服的：认知风格对目标框架效应的影响. 心理学进展, 15(8), 102-111. https://doi.org/10.12677/ap.2025.158453

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