懒人行动主义 / slacktivism

「释义」

懒人行动主义由懒人和行动主义两个词拼接而成。 这个词通常是贬义词，用于描述那些“自我感觉良好”的举动。

比如人们在支持一个社会问题时很少做出实际行动，而做一些只是自我感觉很满足的行为，并打心里认为他们已经为社会作出了贡献。懒人行动主义通常只需要人们付出极少的努力，仅在口头上表示或做做样子，并非真正支持行动。

「应用场景」

公司可以采取措施，减少负面溢出效应的风险。应该让第一次可持续行动特别卖力，起到承诺的效果。当消费者被要求做出较小承诺时，最好不要将这些行为公之于众，因为这可能会导致“懒人行动主义”。一项研究中，参与者为某项事业提供象征性支持，表示自己是“善良的人”，如加入一个Facebook公开群或在网上公开请愿。此类参与者之后就不太愿意参加非公开的任务了，比如做志愿者。但加入Facebook非公开群或私下签署请愿书的人，更有可能认为该事业真正反映了自己的价值观，并坚持下去。需要说明的是，这里的例子和前文中给节能行动的酒店客人别针不同。因为前文例子中的别针非常明确地绑定了某一环保行动。而一开始以象征行动参与某事业的人，往往在未来行动不会和开始一样积极。

Companies can take steps to lessen the risk of negative spillover. They can ensure that the first sustainable action is particularly effortful, which seems to build commitment. When consumers are asked to make smaller commitments, it is best not to publicize those actions, because that may lead to something researchers call slacktivism. In one study, participants who had engaged in token support for a cause that demonstrated to others that they were “good people”—such as joining a “public” Facebook group or signing an online petition—were less likely to engage in a private task later, such as volunteering for the cause. However, those who privately joined a Facebook group or signed a petition were more likely to see the cause as reflecting their true values and to follow through. Note that this differs from the earlier example of giving pins to hotel guests who choose energy-efficient options, because in that study wearing a pin was explicitly tied to a commitment to perform a sustainable action. Someone who sees a token initial behavior as engagement in a cause often performs fewer positive actions in the future.

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