), HSEE3() 1 北京大学光华管理学院, 北京100871
2 中国农业大学经济管理学院, 北京 100083
3 Booth School of Business, The University of Chicago, Chicago IL 60637, United States
收稿日期:2017-08-13出版日期:2018-08-07发布日期:2018-07-02Joint evaluation versus single evaluation: A field full of potentials
LU Xi1,2(), Christopher K3() 1 Guanghua School of Management, Peking University, Beijing 100871, China
2 College of Economics and Management, China Agricultural University, Beijing 100083, China
3 Booth School of Business, The University of Chicago, Chicago IL 60637, United States
Received:2017-08-13Online:2018-08-07Published:2018-07-02摘要/Abstract
摘要： 人们有两种基本的评估模式：一是联合评估, 即所有选项一起呈现和被评估; 二是单独评估, 各个选项单独地呈现和被评估。所有决策都是在其中一种评估模式或者两种模式的中间地带中做出的。联合和单独评估可以导致偏好反转和次优选择, 理解其机制能帮助人们提高决策结果, 包括慈善、定价、消费、甚至幸福感等方面。作为对各类决策影响广泛的重要变量, 评估模式产生了不少反直觉的效应, 目前研究尚不全面, 是一块值得探索的沃土。
图/表 5
图1冰淇淋示意图(资料来源: Hsee, 1998)
图1冰淇淋示意图(资料来源: Hsee, 1998)表1JE/SE偏好反转的选项结构
| 选项 | 重要但难以单独 评估的属性 | 不太重要但容易 单独评估的属性 |
|---|---|---|
| 选项A | 较好 (例：完成300次手术) | 较差 (例：毕业于爱荷华大学) |
| 选项B | 较差 (例：完成80次手术) | 较好 (例：毕业于哈佛大学) |
表1JE/SE偏好反转的选项结构
| 选项 | 重要但难以单独 评估的属性 | 不太重要但容易 单独评估的属性 |
|---|---|---|
| 选项A | 较好 (例：完成300次手术) | 较差 (例：毕业于爱荷华大学) |
| 选项B | 较差 (例：完成80次手术) | 较好 (例：毕业于哈佛大学) |
图2可评估性和价值敏感性的影响因素
图2可评估性和价值敏感性的影响因素
图3评估模式和效用函数(A)、时间折扣函数(B)、概率权重函数(C)(修改自: Hsee & Zhang, 2010)
图3评估模式和效用函数(A)、时间折扣函数(B)、概率权重函数(C)(修改自: Hsee & Zhang, 2010)
图4室内温度和珠宝对幸福感的影响(资料来源: Hsee et al, 2009)
图4室内温度和珠宝对幸福感的影响(资料来源: Hsee et al, 2009)参考文献 40
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