(1) implementation description. In an alley outside the Dutch shopping center, customers who come to shop will park their bicycles inside. While the owner was away, the researchers used rubber bands to stick the advertising leaflets of the shopping center on the handlebars of bicycles, and there were no garbage bins nearby. In the first case, the researcher leaves the alley directly. The second situation is to spray graffiti on the wall in the alley. Observe whether people coming out of the shopping center will take the advertisement home or leave it on the ground.
(2) Experimental objectives. The only factor to modify the experimental scene is to doodle on the wall to see if the user's behavior will change due to environmental impact.
(3) Experimental results. When there is no graffiti, 33% car owners will throw advertisements on the ground at will. After graffiti, 69% car owners threw advertisements on the ground at will.
(1) implementation description. In a parking lot (several entrances), one of the entrances was blocked by a temporary fence, and a notice was posted on it, which said, "This door is not open. Please choose another entrance (about180m) if you want to pick up your car. It is forbidden to put your bike on the railing." The researchers deliberately left an opening in the fence for a person to walk through. The only variable in the experiment is several bicycles. In the first scene, these bicycles are parked by the fence. In the second scene, they are all locked on the fence.
(2) Experimental objectives. Observe whether people's behavior will be affected by subtle changes in the environment.
(3) Experimental results. 27% pedestrians disobeyed the instructions and went straight through the fence into the parking lot when their bicycles were parked right next to the fence. When all four bicycles were locked on the railing, as many as 82% pedestrians crossed the railing.
(4) Extended conclusion. When people see that others have violated a social norm, they are not only more likely to violate it personally, but also more likely to violate another related social norm.
(1) implementation description. Researchers half-stuffed a stamped and addressed envelope into the mailbox, so that passers-by could clearly see that there was obviously some money in the envelope. Scene one, the mailbox is clean. In the second scene, some waste paper and garbage are placed around the mailbox.
(2) Experimental objectives. Whether theft and other illegal acts will be affected by the environment.
(3) Experimental results. In the first act 13% passers-by stole the money in the envelope, and in the second act, 25% passers-by stole the money in the envelope.
(4) Extended conclusion. The subtle clues of the environment have an extremely powerful influence on people's behavior. By default, people violate seemingly unimportant norms, and the signs of violation are clearly visible, which is likely to lead people to violate the rules on more important issues.
Question: Can a clean and orderly environment shape people's positive behavior?
The latest research in social psychology shows that people who live in a clean and orderly environment cannot create the most powerful background environment for people to do encouraged behaviors. The most effective scene to influence others is to put people in an environment where others can abide by order. Effective behavior influence = scenario+conformity. Experiments show that when people see volunteers cleaning up garbage on the road, the proportion of littering is only 4%, while when no one else cleans up garbage, the proportion of littering is as high as 38%.
Field theory. Field theory is one of the main theories of sociology and a conceptual model of human behavior, which originated from the physical concept of 19 century. Generally speaking, it means that every behavior of people is influenced by the field where the behavior occurs, and the field not only refers to the physical environment, but also includes the behavior of others and many factors related to it.
Broken window theory. Broken window effect is a criminological theory, which was put forward by james wilson and George L. Kailin and published in an article entitled "Broken Window" in the March edition of Atlantic Monthly 1982. This theory holds that bad phenomena in the environment, if left unchecked, will induce people to imitate and even intensify.
1, people will be affected by the environment and change their behavior, even illegal behavior.
When people see that others have violated a social norm, they are not only more likely to violate it personally, but also more likely to violate another related social norm, so they must stop destroying the environment as soon as possible.
The most effective scene to influence others is to put people in an environment where others can obey the order. Effective behavior influence = scenario+conformity.
Example 1, creating a field in keep. Wang Ning, CEO of keep, a fitness application, mentioned in the sharing of Chaos Research Institute that the operation strategy of keep's early online community was to make it more difficult for users to send messages in the community and to increase strict auditing. A lot of content in the community was released after careful consideration by the team. Because it is extremely important to create an early environment in the community, new users will see what information is posted in the community and how everyone communicates. The creation and maintenance of this field will affect the behavior of new users.
Example 2, get the field creation of APP. The same is true for the big coffee learning group that got the APP. It takes three days for users to punch in before publishing messages, and the messages will be audited to some extent. In addition to platform activities, Top News will also show high-quality user speeches, let new users observe the chat atmosphere and discuss topics in the community, and tell new users how to socialize with strangers in the community.
Sample summary. Many products will be designed with functions such as community, chat room and live broadcast. And these functions are good scenarios that affect user behavior to a certain extent. Referring to the above experimental conclusions, in order to influence users' behavior, we should not only block some sensitive information, but also deliberately create a healthy social scene to tell those users who have never spoken or browsed how they interact healthily and actively.
Reliable strategy: first imitate user behavior, the company operates-> Invite quality users to operate-> After the rules are clear, push the user to operate.
Psychology is a scientific study of individual behavior and psychological process. Its core goal is to describe and explain what has happened, predict what will happen and control what will happen. I hope this article is helpful to you. Interested friends can pay more attention to it and will continue to update the content of thinking about Internet product design methodology from psychological experiments.