摘要个体信息认知处理可划分为信息处理与决策制定两个阶段，个体依据信息处理过程作出决策。个体信息认知处理与个体态度形成，是社会中现实决策行为场景的基础性研究问题。个体在进行认知处理及态度形成的过程中，不同个体会因为认知资源的有限性对所接收的信息或外界刺激进行不同程度的信息采集和认知处理，同时由于思维系统在信息处理功能上存有生理局限，过程更多地表现为有限理性。Kahneman与Tversky一直在探索直觉信念和选择的心理过程及其中的有限理性，他们从视角感知的实例解析了易存取性的概念。78533

本文首先在个体态度形成认知偏见方面，要对心理学领域的已有相关理论知识进行梳理。然后基于Kahneman与Tversky所阐述的易存取性的观点引申出来信息显著性这一概念。并针对“信息显著性影响个体态度形成”进行实证研究，最终得出以下结论：（1）个体会更多地采集与已有态度一致的信息样本，因其具有更强的情感显著性；（2）个体态度形成的过程中对后出现的信息影响更为深刻，因后出现的信息具有更强的时空显著性；（3）个体会更多的采集含有较多的论据来阐述其态度主张的消息刺激、让个体能够较好地理解内容，因其具有更强论据显著性，也越能够导致个体态度的变化。相关结论对于互联网信息传播、营销与说服、产品推广等具有一定启示意义。

毕业论文关键词  信息显著性  易存取性  信息采样  个体态度 

毕 业 论 文 外 文 摘 要

Title  An empirical study on the formation of inpidual attitude by the  information significance                                             

Abstract Inpidual information cognitive processing can be pided into two stages: information processing and decision making。 Inpidual information processing and inpidual attitude formation is a basic research problem of the realistic decision-making behavior scene in the society。 Inpiduals in the process of cognitive processing and attitude formation, different experience because of the limited cognitive resources on the received information or external stimulation to different degrees of information acquisition and processing, at the same time, the systematic thinking in information processing function being physical limitations, more performance with limited rationality。 Kahneman and Tversky have been exploring the intuitive belief and choice of psychological process and the limited rationality。 They analyzed the insight concept based on perspective examples。 

In this paper, we should sort out the relevant theoretical knowledge in the field of psychology in terms of inpidual attitude to form cognitive bias in the first step。 Then extended to the concept of significant information based on the Kahneman and Tversky’s theory。 Moreover, we did empirical research of theory that information significantly affects the inpidual’s attitude formation, and ultimately reached the following conclusions: (1) experience more acquisition and existing attitudes consistent sample information, because of its stronger emotional significantly; (2) inpidual attitude formation process of the influence of information is more profound and after the information has stronger Spatio temporal saliency; (3) experience more acquisition containing many arguments to explain its advocate the attitude of news stimulation, so that the inpidual can better understand the content not only because of its stronger evidence of significant, but also because it’s easier to make changes in inpidual attitudes。 Relevant conclusions for Internet information dissemination, marketing and persuasion, product promotion and so on has certain enlightenment significance。