ARLab

Attitude Research Laboratory | 态 度 研 究 实 验 室


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社会由人组成。人的态度在人行为、决策、信息处理上都有着无法被替代的重要性。人的态度不但会影响到当事人如何处理信息如何对待决定;还影响外界如何评定、如何对待持态度的人或群体。人的态度是如何形成的?人的态度如何能够被改变?人在自己态度被改变的时候会有怎么样的反应或倾向性?如何有效的帮助态度的形成和改变?对这一些问题的研究无论是对政府,企业,商家,创业者,管理者,甚至我们生活中的每一位,都有着非常重要的意义。

上科大创管学院态度研究实验室(the Attitude Research Laboratory)着重研究人对不同事物态度的形成,动机,及改变机制。当前实验室成员包括以创管学院杨丽凤博士为主的以及来自上科大物质学院,信息学院,和生命学院的对人态度心理及决策机制感兴趣的同学。实验室当前侧重以科技手段研究人们对于品牌、市场、企业、以及政府在信息推广(promotion)中使用的不同信息呈现方法、内容、手段的反应。当前研究课题包括从理论和实证角度探究建立最有效的品牌策略(branding strategies),说服策略(persuasion strategies), 广告措辞策略(framing strategies), 纠结与决策优化, 以及赞助营销策略。实验室自2018年4月1日起还承担上海科技发展研究中心立项的《上海促进科技与文化融合的新业态、新模式研究 (C)》。

In human society, it is self-evident that the attitudes we hold toward events, decisions, information, individuals, brands, etc. are pivotal in determining our reactions toward information and issues related to the attitudinal objects. Our attitudes toward people, issues, and events not just affect how we perceive information related to these people, issues, and events, they also affect how we selectively use/avoid information that attempts to change our positions. We use attitudes to guide our decision making and to direct our information processing; we also use attitudes to make inferences on things we are not sure about. It is undisputable that attitudes have their irreplaceable power in shaping our thoughts, our emotions, and our behavioral intentions.

How do we form attitudes? How can attitudes, especially those that are embedded in unspeakable ways, be measured and changed? How do people react (and why) when attempts to persuade them occur? How to facilitate/ impede/interfere attitude formation? How will the possession of one attitude affect the other attitudes? These fundamental questions are all of interests not just to academic researchers, but also to decision makers in all areas such as governments, schools, and businesses.The Attitude Research Lab is interested in learning how one’s attitude affects their intention to process information; how persuasion is construed and interpreted; how individual heterogeneity affects attitude formation and change; how attitudes toward one object/event/product/brand spill over to other domains beyond the focal issues; and how the formation of attitudes can be changed effectively. Findings in our research will have tremendous implications for the development of persuasion strategies, framing strategies, management, marketing, and financial strategies.