【摘要】：高校名稱具有認知效應,能夠影響學生的就學決策。本研究將中國高校校名分為三個字段,采用析因實驗的方法設計32個虛擬校名,利用高三學生對這些高校錄取分數(shù)線的主觀估計,探討了高校校名對學生認知判斷的影響。研究表明:學生對校名首字段為"大區(qū)域"、"省份"的高校錄取分數(shù)線估計值明顯高于"城市"和"山河湖海";對尾字段為"大學"的高校分數(shù)線的估計值明顯高于"學院"。方差分析的結果表明:校名尾字段的影響作用高于首字段。通過隨機干預實驗,研究進而揭示了校名影響學生認知判斷的作用機制:地理位置判斷機制和就業(yè)狀況判斷機制。學生對校名中"大區(qū)域"和"省份"的偏好主要來自于高校所在地是省會或大城市的先驗判斷,而對"大學"與"學院"的偏好差異來自于對其就業(yè)率高低的先驗判斷。
[Abstract]:The name of university has cognitive effect and can influence students' decision to attend school. In this study, the names of Chinese universities are divided into three fields, 32 virtual names are designed by factorial experiments, and the influence of university names on students' cognitive judgment is discussed by using the subjective estimation of the admission scores of senior three students. The results show that: the first field of students' name is "big area", and the estimation value of "province" is obviously higher than "city" and "mountain, river, lake and sea"; The estimated value of the college score with the tail field "university" is significantly higher than that of "college". The results of ANOVA show that the effect of the end field of school name is higher than that of the first field. Through the random intervention experiment, the study reveals the mechanism of the influence of school name on students' cognitive judgment: geographical location judgment and employment status judgment. Students' preference for "big area" and "province" in school name mainly comes from the transcendental judgment that the seat of university is the provincial capital or big city, while the difference of preference for "university" and "college" comes from the transcendental judgment of the employment rate.
【作者單位】： 中國人民大學教育學院;
【基金】：教育部哲學社會科學重大委托項目“高考改革試點跟蹤與評估研究”(項目批準號:14JZDW004)
【分類號】：G649.2

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