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.

　　职场新人关注于积极的反馈(“你做得真棒!”)，因为当他们听说自己做得不错时能令他们感觉得到了认可。而职场老人则关注于消极的反馈(“你那样做是不正确的”)，因为他们对进步更感兴趣。当一个人从新手成长为老手的时候，他的关注点会发生改变。

　　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.

　　大量的营销沟通都关注于消费者的反馈。本文将研究人们需要什么样的反馈，并对反馈做出什么样的反应。我们预测并发现了一种明显的转变，当人们获得更多专业知识，他们就从希望得到积极反馈变为了希望得到消极反馈。我们在不同领域包括语言习得、环境因素、消费品使用等的研究都证明了这一点。在这些领域，新手寻求并对积极的反馈作出回应，而老手则更多地寻求并回应于消极的反馈。我们测验了这些反馈的激励效果：积极的反馈增加了新手的情感认同而消极的反馈则增加了老手对于自己进步程度不够的认识。

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