Attitude Research Laboratory | 态 度 研 究 实 验 室

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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(Entanglement and decision optimization),赞助营销策略(Sponsorship marketing strategy),以及科技伦理研究(science and technology ethics),着重分析信息科学技术对个人乃至社会的短期与长期影响。

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)》,该项目于2019年春季顺利结题。

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. Moreover,science and technology ethics is also involved in our range of study, paying close attention to the short-term and long-term effects of information science and technology on individuals and our society.

Since April 1, 2018, the laboratory has also undertaken a founded research project on how We-media exerts effects on individuals, cultural and collective society. This project was funded and approved by The Shanghai Science and Technology Development Research Center and completed in the Spring of 2019.