利用社会倾听探索消费者认知偏差:对上游社会营销的启示

IF 3.1 4区 管理学 Q2 BUSINESS
Michael Mehmet, Troy Heffernan, Jennifer Algie
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引用次数: 1

摘要

目的本文的目的是研究上游社交营销如何从使用社交媒体评论来识别认知偏见中受益。利用对澳大利亚主要媒体/新闻出版物/与气候和能源政策相关的文章的反应,本文旨在了解潜在的社区认知偏见及其原因。设计/方法/方法社会倾听用于收集社区对澳大利亚气候和能源政策的评论。这使得自然语言数据的编码能够确定社区固有的潜在认知偏见。使用exportcomments.com从2018年1月至2020年3月的27篇新闻文章中总共收集了2700条Facebook评论。团队编码用于确保解释的一致性。发现发现了9种关键的认知偏见,包括悲观主义、公正世界、确认、最优、知识诅咒、Dunning–Kruger、自私、简洁和趋同偏见。此外,作者报告了这些偏见的互动性质。右倾观众被认为是故意不知情的,出于私利;以人为中心的受众想要基于常识的解决方案,以实现共同利益;进步气候变化政策的左倾支持者通常对澳大利亚气候和能源政策的未来持悲观态度。还探讨了强大的媒体组织塑造偏见的影响。研究局限性/含义通过更好地了解认知偏见的类型,决策者能够更好地设计和执行有影响力的上游社会营销活动。原创性/价值研究表明,通过社会倾听观察认知偏见可以帮助上游社会营销了解社区对气候和能源政策的偏见和潜在原因。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Harnessing social listening to explore consumer cognitive bias: implications for upstream social marketing
Purpose The purpose of this paper is to examine how upstream social marketing can benefit from using social media commentary to identify cognitive biases. Using reactions to leading media/news publications/articles related to climate and energy policy in Australia, this paper aims to understand underlying community cognitive biases and their reasonings. Design/methodology/approach Social listening was used to gather community commentary about climate and energy policy in Australia. This allowed the coding of natural language data to determine underlying cognitive biases inherent in the community. In all, 2,700 Facebook comments were collected from 27 news articles dated between January 2018 and March 2020 using exportcomments.com. Team coding was used to ensure consistency in interpretation. Findings Nine key cognitive bias were noted, including, pessimism, just-world, confirmation, optimum, curse of knowledge, Dunning–Kruger, self-serving, concision and converge biases. Additionally, the authors report on the interactive nature of these biases. Right-leaning audiences are perceived to be willfully uninformed and motivated by self-interest; centric audiences want solutions based on common-sense for the common good; and left-leaning supporters of progressive climate change policy are typically pessimistic about the future of climate and energy policy in Australia. Impacts of powerful media organization shaping biases are also explored. Research limitations/implications Through a greater understanding of the types of cognitive biases, policy-makers are able to better design and execute influential upstream social marketing campaigns. Originality/value The study demonstrates that observing cognitive biases through social listening can assist upstream social marketing understand community biases and underlying reasonings towards climate and energy policy.
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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