时间：2026年5月14日（周四）中午 12:30
地点：清华大学吕大龙楼11层1100
李虹课题组
报告主题 The Framing Effect in Maximizing Consumers: When Rejection Boosts Efficiency
报告人：黄荷
内容：
Online shoppers who pursue the “best” option—maximizing consumers—are often assumed to engage in exhaustive search and experience decision difficulty as stable traits. We propose instead that these outcomes reflect a framing effect. Across three studies, maximizing consumers exhibit different shopping strategies depending on decision frame. In positive frames, they consider more options, leading to longer decision times and greater difficulties—the pattern traditionally associated with maximization. However, in negative frames, they consider fewer options, resulting in a more efficient decision process and fewer difficulties.
At individual choice-unit level, Study 1 established this framing effect on choose rate. Study 2 extended to the entire decision process, identifying choose rate as the key mechanism underlying different strategies and further exploring the cognitive processes of different patterns using the drift-diffusion model. The DDM revealed that in positive frames, maximizing consumers’ higher choose rate was driven by a drift rate leaned toward choosing, whereas in negative frames, their lower choose rate was driven by an initial bias toward rejection; the consistently elevated threshold amplified these directional tendencies but did not determine choice direction. Study 3 replicated the findings under ecologically valid conditions.
These results reframe “maximization strategies” not as fixed consumer traits, but as indicators of (in)compatibility between decision goals and framing. This suggests that online retailers can enhance maximizing consumers’ experiences simply by adding a “reject” mode alongside the standard “add to cart” interface.
牟文婷课题组
报告主题 指导式与自助式认知行为疗法App干预学业焦虑：一项四臂随机对照试验
报告人：刘君瑶
内容：
线上认知行为治疗（iCBT）虽具有良好的干预效果与可及性，但其疗效常受限于过低的用户参与度。关于如何有效提升用户参与度，及参与度的增强是否能转化为临床疗效的提升仍缺乏实证研究。本研究聚焦于大学生学业焦虑群体，在验证 iCBT App (Welp)缓解焦虑有效性的基础上，重点探索以参与度提升为核心的教练指导与进度控制灵活性对参与度及临床改善的影响，并考察参与度在其中的中介机制。
本研究采用四臂随机对照试验，共招募209名存在学业焦虑困扰的中国大学生。受试者被随机分配至教练组 (n=51)、自助固定进度组 (SH-Fix, n=51)、自助灵活进度组 (SH-Flex, n=55) 或等候名单对照组 (WLC, n=52)。所有干预组均接受为期6周的Welp App干预，仅在指导模式和进度控制灵活性上存在差异，并完成了1、3、6个月的随访追踪。结果显示，相较于自助组，教练组极大地提升了用户技能练习和系统使用程度，在所有参与度指标上均表现更优（p < 0.001），且在后测的广泛性焦虑和抑郁症状上获得更显著的改善（d=0.68–0.77）。中介分析显示，系统使用和家庭作业的参与度复合分数均稳定地完全中介了组别对广泛性焦虑症状和拖延改善的影响。同时，相较于WLC组，自助组和教练组在后测时均表现出干预获益，其中教练组效果突出（d=0.97–1.12）。相比之下，SH-Flex组较SH-Fix组未显示出显著的临床优势。
综合以上，本研究支持Welp App能有效缓解大学生学业焦虑及相关心理困扰，以参与度提升为核心的教练指导能显著增强用户参与度，进而促进临床改善，可作为应对数字干预中低参与度问题的可推广策略，具有较高的应用价值。
