) 北京大学心理与认知科学学院, 行为与心理健康北京市重点实验室, 北京 100871
收稿日期:2018-03-29出版日期:2019-03-15发布日期:2019-01-22通讯作者:谢晓非E-mail:xiaofei@pku.edu.cn基金资助:* 国家自然科学基金资助(71772007);* 国家自然科学基金资助(71472005);* 国家自然科学基金资助(91224002)Normality rather than anomaly: The theory and application of endowment effect
LI Haihong, DENG Zhou, HE Xin, SHEN Shaojing, ZOU Yawen, ZHU Minfan, WANG Yun, XIE Xiaofei() School of Psychological and Cognitive Sciences and Beijing Key Laboratory of Behavior and Mental Health, Peking University, Beijing 100871, China
Received:2018-03-29Online:2019-03-15Published:2019-01-22Contact:XIE Xiaofei E-mail:xiaofei@pku.edu.cn摘要/Abstract
摘要： 如果忽略收入影响和交易成本, 愿意为一样物品支付的价格应等于愿意出售的价格。而塞勒教授却发现, 现实生活中有一些“反常”现象, 个体会对自己所拥有的物品赋予更高的价值, 造成“愿意支付价格”和“愿意出售价格”的不一致。塞勒利用预期理论中的损失厌恶对这些反常现象进行解释, 并将该现象称为禀赋效应(endowment effect)。此后, 众多研究者从不同角度对该效应进行了探索和论证。文章详细梳理了禀赋效应的多种解释机制, 包括损失厌恶、心理所有权理论、偏差的认知过程以及进化的观点等, 论证了禀赋效应符合“常理”的原因, 同时也探讨了禀赋效应在商业销售策略和政府拆迁政策等方面的应用前景。
图/表 1
图1禀赋效应内在机制之理论脉络 注: ① “情景范式诱导”与“客观存在事实”之争; ② “本能说”与“习得说”之争
图1禀赋效应内在机制之理论脉络 注: ① “情景范式诱导”与“客观存在事实”之争; ② “本能说”与“习得说”之争参考文献 86
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