声誉操纵对信任与合作行为的影响
文献类型：学位论文
| 作者 | 陈妍妍
|
| 答辩日期 | 2023-06 |
| 文献子类 | 硕士 |
| 授予单位 | 中国科学院大学 |
| 授予地点 | 中国科学院心理研究所 |
| 其他责任者 | 栾胜华 ; 伍俊辉 |
| 关键词 | 声誉操纵 合作 信任 声誉提升 声誉贬低 |
| 学位名称 | 理学硕士 |
| 学位专业 | 应用心理学 |
| 其他题名 | The Effect of Reputation Manipulation on Trust and Cooperation |
| 中文摘要 | Cooperation is the cornerstone of human society, and reputation is one key mechanism to facilitate cooperation. There are two underlying assumptions for reputation to take effect: One is that reputational information must accurately reflect individuals' past behavior, and the other is that the receiver of reputational information must deem the information to be reliable and trustworthy. However, these two assumptions are often not met in reality. One reason is the manipulation of reputational information (e.g., cashback for five-star ratings and derogation of competitors). To reap the benefits of good reputations, individuals can either make themselves appear more cooperative than they actually are not, or derogate others' reputations to indirectly enhancing their own reputation. Reputation manipulation is often considered as a big obstacle to cooperation, which leads various stakeholders to invest many resources to curb manipulative behaviors. That said, not much research has been done to examine the impact of reputation manipulation on trust and cooperative behavior, and the results from the extant research are quite inconsistent. In addition, people play a dual role as both receivers of information about others and targets of evaluation by others. Therefore, in the research reported in this thesis, four studies were conducted to systematically investigate the impact of reputation manipulation on trust and cooperation from the perspectives of both the receivers and the targets of reputational information. Studies 1 a and 1b examined the impact of reputation manipulation on the trust of receivers toward targets. Study 1 a (N=244) used hypothetical scenarios of a trust game and a dictator game, during which the reputation targets (i.e., the allocator in the dictator game) could enhance their reputation through manipulation. The dependent measures were the levels of state trust and behavioral trust of reputation receivers toward the targets with different appeared reputation levels. The results show that when participants knew that reputation targets could enhance their reputation through manipulation, participants' trust toward high-reputation individuals decreased, while their trust toward low-reputation individuals increased. Study 1b (N一300) further created hypothetical hotel-reservation scenarios that closely resemble real-life situations manipulated the chance for reputation enhancement or reputation derogation, and measured participants' trust and cooperation (e.g., reservation intentions) toward hotels with different ratings. The results show that both reputation enhancement and reputation derogation reduced participants' trust and cooperation toward high-rating hotels but increased their trust and cooperation toward low-rating hotels. Moreover, when the reputation of hotels might be derogated, participants had higher trust and cooperation toward these hotels, and a lower willingness to spread these hotels' negative reputations. Studies 2a and 2b investigated how reputation manipulation affects the cooperation of reputation targets using real-time repeated public goods games. Study 2a (N=92) aimed to replicate the positive effect of reputation on cooperation found in previous research. The results show that reputation not only enhanced trust toward others but also promoted cooperative behavior. In addition, both proself and prosocial individuals were more cooperative when they were aware that their behavior would influence their reputation and in turn their future benefits. Study 2b (N=208) sought to examine the impact of reputation manipulation on cooperative behavior by giving participants the chance to enhance their own reputation or derogate the reputation of others. The results show that reputation enhancement reduced participants' trust toward others, thereby lowering their cooperation. Reputation derogation, however, did not significantly affect individuals' trust and cooperation. Furthermore, compared to enhancing one's own reputation, participants were less willing to degrade others' reputations for possible future benefits. Overall, we found that for reputation receivers, both reputation enhancement and reputation derogation would lower their trust toward high-reputation targets but increase their trust toward low-reputation targets. For reputation targets, reputation enhancement tends to make them less cooperative, and reduced trust in others is a possible explanation that accounts for this effect. Taken together, by systematically examining the key question in cooperation research regarding how reputation manipulation affects cooperation, this research provides new perspectives on reputation-based cooperation and innovative methods for this research area. Moreover, it demonstrates the practical limitations of reputation-based cooperation, and points out promising future research directions on reputation and human cooperative behavior. |
| 英文摘要 | 合作行为是人类社会发展的基石，而声誉机制是促进合作的有效策略。声誉机制促进合作需要建立在两个前提假设下:声誉信息能够准确反映行为主体(即行动者)的真实合作水平，且声誉信息使用者(即旁观者)认为信息是可靠可信的。然而，受诸多因素的影响，这两个假设在很多现实情景下并不成立;其中，对声誉信息的人为操纵(如好评返现、同行贬损等)是其中一个关键因素。为了获得好声誉带来的间接收益，那些本身合作水平不高的个体可能通过一些操纵手段来让自己看起来更为合作这些操纵手段包括提升自身的声誉以掩盖自己的低合作水平，以及贬低他人声誉以凸显自己的合作水平。 声誉操纵被公众视为合作行为的一大阻碍，因而社会各界也投入大量资源来遏制该行为的发生。但是，目前少有研究关注声誉操纵如何影响信任与合作行为，而且现有的有限研究得出的结论也不一致。此外，在日常生活中，人们既是获取他人信息的旁观者，也是被他人评价的行为主体(即行动者)。因此，本研究从旁观者和行动者这两个视角出发，聚焦于提升自身声誉和贬低他人声誉这两种声誉操纵手段，通过四项子研究系统探究声誉操纵如何影响个体的信任与合作行为。 研究la和研究1b旨在考察声誉操纵如何影响旁观者对行动者的信任水平。研究la(N一244)采用信任博弈和独裁者博弈范式创设假设情境，操纵假设情境中行动者是否有提升自身声誉的机会，测量被试作为旁观者对不同声誉水平同伴的状态信任和行为信任水平。结果发现，当得知行动者有机会通过操纵手段提升自身声誉时，人们会降低对高声誉水平行动者的信任水平，同时提高对低声誉水平同伴的信任水平。研究1b(N一300)通过创设贴近于实际生活的酒店预定情境，引入“好评返现”和“同行低毁”这两种常见的声誉操纵手段，测量被试对不同评分酒店的信任水平和合作意愿。结果发现，不论是声誉提升还是声誉贬低都会降低人们对高评分酒店的信任和合作水平。另外，当得知一个酒店的声誉可能是遭到恶意贬低后的结果时，人们对该酒店的信任水平和合作意愿更高，且传播其负面口碑的意愿更低。 研究2a和研究2b通过多轮实时互动的公共物品博弈范式，系统探究声誉操纵对行动者合作行为的影响。研究2a (N一92)旨在重复验证前人研究关于声誉能促进个体合作水平的假设。结果发现，声誉不仅能提高人们对他人的信任水平，还能促进其合作水平;而且不论是亲自我者还是亲社会者，当意识到自身行为会影响其声誉进而影响未来收益时，被试都会表现得更加合作。研究2b阿= 208)在研究2a的基础上引入声誉提升和声誉贬低，探究声誉操纵对合作行为的影响及其背后的心理机制。结果表明，声誉提升降低了个体对他人的信任水平，进而抑制其合作行为;声誉贬低则对个体的信任与合作行为无显著影响。另外，相比于提升自身声誉，个体更不愿意通过贬低他人声誉来增加自己获得声誉带来的间接收益的可能性。 综上，本文采用假设决策情境和线上实时互动实验，从旁观者和行动者这两个视角出发，深入考察了声誉操纵对信任和合作行为的影响。研究结果表明，对旁观者而言，声誉提升和声誉贬低行为均会降低其对高声誉水平行动者的信任，对低声誉水平行动者的信任反而会有所提升;对行动者而言，声誉提升机会的存在会降低其合作水平，而对他人信任水平的降低是这一现象的主要心理机制。本文研究系统探索了“声誉操纵如何影响合作行为”这一合作研究中的重要问题，为声誉机制研究提供了新视角和新的研究方法，指出了基于声誉的合作行为的促进机制的现实局限性，为未来相关领域的研究提供了有意义的拓展方向。 |
| 语种 | 中文 |
| 源URL | [http://ir.psych.ac.cn/handle/311026/46082]  |
| 专题 | 心理研究所_社会与工程心理学研究室 |
| 推荐引用方式 GB/T 7714 | 陈妍妍. 声誉操纵对信任与合作行为的影响[D]. 中国科学院心理研究所. 中国科学院大学. 2023. |
入库方式： OAI收割
来源：心理研究所
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