Novices focus on positive feedback (“good job!”) because hearing they’re doing well helps them stay committed. Experts focus on negative feedback (“You’re doing that incorrectly”) because they’re interested in progress. As people go from novice to expert their focus shifts.

職場(chǎng)新人關(guān)注于積極的反饋（“你做得真棒！”），因?yàn)楫?dāng)他們聽說(shuō)自己做得不錯(cuò)時(shí)能令他們感覺(jué)得到了認(rèn)可。而職場(chǎng)老人則關(guān)注于消極的反饋（“你那樣做是不正確的”），因?yàn)樗麄儗?duì)進(jìn)步更感興趣。當(dāng)一個(gè)人從新手成長(zhǎng)為老手的時(shí)候，他的關(guān)注點(diǎn)會(huì)發(fā)生改變。

A large proportion of marketing communication concerns feedback to consumers. This article explores what feedback people seek and respond to. We predict and find a shift from positive to negative feedback as people gain expertise. We document this shift in a variety of domains including feedback on language acquisition, pursuit of environmental causes, and use of consumer products. Across these domains, novices sought and responded to positive feedback, and experts sought and responded to negative feedback. We examine a motivational account for the shift in feedback: positive feedback increased novices’ commitment and negative feedback increased experts’ sense that they were making insufficient progress.

大量的營(yíng)銷溝通都關(guān)注于消費(fèi)者的反饋。本文將研究人們需要什么樣的反饋，并對(duì)反饋?zhàn)龀鍪裁礃拥姆磻?yīng)。我們預(yù)測(cè)并發(fā)現(xiàn)了一種明顯的轉(zhuǎn)變，當(dāng)人們獲得更多專業(yè)知識(shí)，他們就從希望得到積極反饋?zhàn)優(yōu)榱讼Ｍ玫较麡O反饋。我們?cè)诓煌I(lǐng)域包括語(yǔ)言習(xí)得、環(huán)境因素、消費(fèi)品使用等的研究都證明了這一點(diǎn)。在這些領(lǐng)域，新手尋求并對(duì)積極的反饋?zhàn)鞒龌貞?yīng)，而老手則更多地尋求并回應(yīng)于消極的反饋。我們測(cè)驗(yàn)了這些反饋的激勵(lì)效果：積極的反饋增加了新手的情感認(rèn)同而消極的反饋則增加了老手對(duì)于自己進(jìn)步程度不夠的認(rèn)識(shí)。

（來(lái)源：滬江英語(yǔ)? 編輯：Julie）