自我效能 / self-efficacy

「释义」

自我效能感是指人们对自身能否利用所拥有的技能去完成某项工作行为的自信程度，是由美国著名心理学家班杜拉(Bandura，1977)提出的一个重要概念。

自我效能感指个体对自己能否在一定水平上完成某一活动所具有的能力判断、信念或主体自我把握与感受。它与一个人的个人能力水平相关，但并不代表个人真实的能力水平。自我效能感具有决定人们对行为任务的选择及对该任务的坚持性和努力程度。同时也影响人们在执行任务过程中的思维模式以及情感反映模式。

「应用场景」

2010年，联合利华发起活动，试图引起人们关注——收获棕榈油会导致雨林被破坏，但联合利华的棕榈油是以可持续方式收获的。雨林照片上印有标语“你在超市购买的商品可以改变世界……小行动，大不同”。该公司利用几十年来的研究结果——人只有拥有了研究者所谓的“自我效能”，即相信自己的行为会产生有意义的影响，才有可能行动起来。因此，营销环保产品的关键之一是传达其对环境的影响。

In 2010 Unilever launched a campaign to draw attention to the fact that although some palm oil harvesting leads to rain forest destruction, its palm oil is all sustainably farmed. Printed on a photo of a rain forest was the tagline “What you buy at the supermarket can change the world…. Small actions, big difference.” The company was leveraging decades-old research findings that people are unlikely to undertake a behavior unless they have a sense of what researchers call self-efficacy—confidence that their actions will have a meaningful impact. Thus one key to marketing a sustainable product is communicating what effect its use will have on the environment.

虽然有关可持续行动及其结果的信息可能有说服力，但信息的构建方式至关重要，特别是对于前期投入高且收益较慢的产品。本文作者之一哈迪斯蒂最近的研究发现，购买家电或电子产品的消费者通常不考虑能效。即使这样做了，他们也更关心前期投入，而非未来节约的能效。然而，一项对连锁药店的实地研究中，为每个产品添加“以美元计算的10年成本”标签，能将高效能产品的购买率提高12％至48％。这种标签之所以有效，原因有三：突出强调未来的效果；用钱来说明信息（消费者关心能省多少钱），而不是节能（消费者通常不关心）；将能源成本扩大到10倍。

Although information about sustainable behaviors and their outcomes can be persuasive, how the information is framed is critical, especially for products with high up-front costs and delayed benefits. Recent research by one of us (Hardisty) found that consumers who are buying appliances or electronics typically don’t think about energy efficiency—and even if they do, they don’t care as much about future energy saving as about the up-front price. However, in a field study at a chain of drugstores, labeling the “10-year dollar cost” of energy for each product increased energy-efficient purchases from 12% to 48%. Such labels are effective for three reasons: They make the future consequences more salient, they frame the information in dollars (which consumers care about) rather than energy saving (which they often don’t), and they scale up energy costs tenfold.

以上文字选自《哈佛商业评论》中文版2019年10月刊《掘金绿色经济》

凯瑟琳·怀特（Katherine White） 大卫·哈迪斯蒂（David J. Hardisty）李夏德·哈比比（Rishad Habib）丨文

马冰仑 丨编辑