心理账户的认知标签与情绪标签对消费决策行为的影响

Mental accounting is the set of cognitive operations used by individuals and households to organize, evaluate, and keep track of financial activities. Mental accounting proposes that people utilize a set of cognitive labels to evaluate their financial activities, each of which is associated with different preferences to consume (Levav & McGraw, 2009; Kahneman & Tversky 1984; Thaler 1985, 1990). Mental accounting researchers have shown that windfall gains are spent more readily and frivolously than ordinary income. Consumers prefer to spend their windfall gains on hedonic consumptions but spend their ordinary incomes on utilitarian consumptions. Levav and McGraw (2009) suggested that emotional accounting, including people’s feelings about money, also influences consumer choices. When people have negative feelings toward windfall, they opt to make utilitarian expenditures. However, the process of how cognitive (windfall or ordinary income) and affective (positive or negative emotion) tags interact in consumer behavior was not explored. This study proposes that both cognitive tag and affective tags in mental accounting affect consumer decision making. The objective of this study is to explore the interactive effect of cognitive and affective tags in mental accounting on consumer decision through four studies. In studies 1a and 1b, the effect of cognitive and affective tags in mental accounting on consumer decision making behavior was measured. Study 1a showed that the positive tag of windfall income is preferred for hedonic consumption, whereas the negative tag of windfall income is preferred for utilitarian consumption. Both positive and negative tags of ordinary income are preferred for utilitarian consumption. Study1b utilized a field study to examine actual consumption behavior. The results showed that when people received 15 Yuan RMB as ordinary income, they prefer to spend it on utilitarian consumption regardless of the positive or negative emotion they feel. However, they receive 15 Yuan RMB as windfall income, they prefer to use it for hedonic consumption in the positive emotion and for utilitarian consumption in the negative emotion. Studies 2a and 2b attempted to explore the reason of negative emotion can make windfall income turn from hedonic to utilitarian consumption. Study2a found that when people expect to feel guilty about spending windfall income on hedonic consumption, they would avoid hedonic consumption. Study2b found that when people felt guilty about windfall income, they tend to avoid hedonic consumption. Compared with the low guilt level group, the high guilt level group prefers to use windfall income for utilitarian consumption. These results suggest that cognitive and affective tags influence consumer behavior. The influence of cognitive tag on consumer decision presents the “cognition match effect”, whereas the influence of affective tag on consumer decision presents the “affect match effect”. Both tags also have an interaction effect on consumer decision. Guilt may be a mechanism that results in the negative tag of windfall being preferred for utilitarian consumption.     

The Role of Emotion in Decision Making: A Cognitive Neuroscience Perspective

ABSTRACT— Decision making often occurs in the face of uncertainty about whether one's choices will lead to benefit or harm. The somatic-marker hypothesis is a neurobiological theory of how decisions are made in the face of uncertain outcome. This theory holds that such decisions are aided by emotions, in the form of bodily states, that are elicited during the deliberation of future consequences and that mark different options for behavior as being advantageous or disadvantageous. This process involves an interplay between neural systems that elicit emotional/bodily states and neural systems that map these emotional/bodily states.     

Career Encounters: Career Decision Making Through On-Site Visits

Career Encounters, a program of the Career Counseling Office of Memphis State University, provides students with opportunities for on-site visits with professionals in careers of interest to the students.     

Content Effects on Decision Making

How does the domain or subject matter of a decision problem affect the outcome of the decision? Although decision-making research typically dismisses content as merely a cover story, the present research shows that it plays a fundamental role in the decision process by influencing the information processing that underlies it. An experiment is reported in which the same basic decision problem was presented in several content domains (legal traffic tickets, academic course grades, stock investments, and casino gambling). The changes in content led to changes in both strategies and mental representations, which in turn led to changes in decision outcomes, even though measures of the subjective utilities of the options remained unchanged.     

认知决策中锚定效应的量子模型研究

文章回顾了锚定效应研究中个体层面和群体层面的相关文献,认为选择易得性模型理论能够很好地解释锚定效应的发生机制。同时,通过回顾决策认知领域的最新研究观点——量子模型,包括从只利用量子论空间性质到使用薛定谔方程的两种表述,阐述了这一领域的研究趋势。并通过为锚定效应建立量子模型(个体层面和两人层面),拓展了锚定效应的研究。     

The Job Demands and Resources Decision Making (JD-R-DM) Model

This study explores the effects of nurses’ daily job characteristics (i.e., job demands and resources) and general work engagement on their daily decision making (i.e., analytical and intuitive) and consequently their daily performance (i.e., task and contextual). Participants completed a baseline questionnaire and a diary for five consecutive days. Results reveal a positive influence of the job demands “work pressure” and “predictability” on analytical decision making. In turn, analytical decision making promotes task performance. Work pressure also negatively influences intuitive decision making which, in turn, stimulates task and contextual performance. However, the job resource (i.e., autonomy) had a nonsignificant relationship with decision making. General work engagement had positive effects on analytical decision making and moderated the relationship between intuitive decision making and contextual performance. For those high on work engagement, the relation was stronger compared to their counterparts low on work engagement. Results corroborate that expanding and testing decision-making theories can increase understanding on how the work environment and engagement influence employee decision making and performance.     

The Impact of Cognitive Expenditure on the Ethical Decision-Making Process: The Cognitive Elaboration Model

The extent to which decision-makers are willing and able to purposely expend cognitive effort in resolving ethical issues is an important area of study in the ethical decision-making literature. In this article we describe the role that cognitive expenditure is expected to play in the ethical decision-making process by presenting an integrated model of ethical decision-making. This model provides the foundation for a series of research propositions suggesting the manner in which purposive cognitive expenditure is expected to influence the ethical decision process and, ultimately, the likelihood of engaging in moral behavior.     

The Effects of Decision Outcome Dispersion Upon Organizational Decision Making

The effects of varying decision outcome dispersion on organizational decision making were investigated under individual and group decision making conditions. Thirty-six female and pg]36 male subjects made decisions for organizational decision scenarios in which outcomes affected primarily the decision maker, people other than the decision maker, or a group of which the decision maker was a member. Subjects rated their levels of perceived risk and confidence in their decisions and made decisions within a simulated context of either a small or a large organization. Results indicated that subjects perceived significantly less risk and more confidence in their decisions when outcomes affected primarily themselves rather than others regardless of whether the decisions were made individually or by a group. Males perceived their decisions as significantly more risky than females. Induced organizational size did not significantly influence decision making.

     

The Combined Effect of Political Skill and Political Decision Making on Job Satisfaction1

The current study examined the interactive effects of an environment high in political decision making and political skill on job satisfaction. We predicted that as perceptions of political decision making increase, the satisfaction of individuals low in political skill would decrease. Conversely, the negative effects of political decision making on job satisfaction would be minimized among individuals high in political skill. Data were gathered from 105 managerial employees of a financial‐services organization. Results provided strong support for the hypothesized political decision‐making/political‐skill relationship. Implications, strengths and limitations, and avenues for future research are discussed.     

行为决策研究的新取向——基于经验的决策

基于经验的决策是指,在统计概率情境中,个体通过重复选择与反馈获得选项的收益分布信息后进行的决策.基于经验的决策的研究范式主要包括探索-利用范式和探索→利用范式.其暗含的决策人假设是朴素直觉统计学家.其研究关注的主要内容是描述-经验的差异及其原因,以及基于经验的决策内部过程.未来的研究主要从描述-经验差异的原因、描述性决策范式下的结论的重新检验、基于经验的决策的解释模型及其应用研究等方面进行探讨.     

青少年风险决策的发展认知神经机制

随着认知神经科学技术的发展, 青少年风险决策的发展认知神经机制成为了新近的一个热点课题。从双系统理论模型(社会情感神经网络系统、认知控制神经网络系统)出发, 对与青少年风险决策相关的大脑结构、功能的变化进行了阐述, 重点分析了新近的大脑功能连接、脑网络的研究; 阐述了青少年风险决策认知神经机制的主要理论模型：双系统模型和三角模型。未来研究还应加强对认知神经机制理论模型的检验、整合和创新, 从社会认知神经科学的角度深入研究社会参照系统(同伴关系、亚文化等)在青少年风险决策中的作用及机制, 以及从认知神经层面如何预防和干预青少年高风险行为。     

Effects of Goat Framing in Job Advertisements on Organizational Attractiveness1

Two experiments were conducted to investigate the effects of goal framing in job advertisements on organizational attractiveness. Job ads were created that emphasized the potential costs or losses of not applying (i.e., loss frame) or the potential gains or benefits of applying (i.e., gain frame). The first experiment (N= 70) found that participants were more attracted to the company in the gain‐framed ad than in the loss‐framed ad. The second experiment (N= 100) attempted to determine the reason for the greater attractiveness of the gain‐framed ad compared to the loss‐framed ad. Two possible explanations— valence‐based encoding and regulatory focus—were examined. Results suggest that both valence‐based encoding and regulatory focus mediated the relationship between framing and organizational attractiveness.     

Cueing and Cognitive Conflict in Judge-Advisor Decision Making

The Judge-Advisor paradigm (Sniezek & Buckley, 1989) allows for the study of decision making by groups with differentiated roles. This paper reports a study using this approach to investigate the impact of advice vis-à-vis the judge′s own initial choice. Teams consisting of one judge and two advisors (business students randomly assigned to these roles) were given a choice task (concerning business events) composed of 70 items with two alternatives each. The judges provided final team choices and confidence assessments under one of three conditions: Dependent (judge has no basis for own choice), Cued (judge chooses only after being advised), or Independent (judges makes own tentative choice prior to being advised as well as subsequent final choice). Results showed that this manipulation affected the judge′s final choice accuracy and confidence, leading to the best performance by Independent judges and the poorest by Dependent judges. These data are discussed with respect to theory and data on the cueing effect (Sniezek, Paese, & Switzer, 1990) for individual choice. In addition, the effects on the decision making process of the judge from (a) advisors′ confidence and (b) conflict between advisors′ recommendations are examined in detail. Finally, issues concerning the potential contribution of the Judge-Advisor paradigm to the understanding of social decision making are addressed.     

The Effects of Skewed Probability on Decision Making under Ambiguity

Studies have shown that many decision makers knowingly contradict the Savage Postulates when event probabilities are ambiguous, typically displaying ambiguity aversion. For the purposes of this paper, ambiguity is defined operationally as a subjective second-order distribution on probabilities, f(p). Most studies to date on ambiguity have focused on symmetric second-order distributions, demonstrating preference effects of the mean and range or variance of f(p). This research asserts that choice behavior is also significantly and systematically impacted by the skewness of f(p). An experiment using 130 MBA students revealed that subjects are often ambiguity averse when f(p) is negatively skewed but ambiguity seeking when the skewness is positive, even though the mean and variance of f(p) remain constant. These skewness effects are incorporated into a model of choice under ambiguity.     

Deciding the Fate of Others: The Cognitive Underpinnings of Racially Biased Juror Decision Making

In criminal law, jurors are supposed to ignore defendant race when considering factual matters of culpability. However, when judging the merits of a criminal case, jurors’ ability (or inability) to avoid bias may affect verdicts. Fact-based decision making expend cognitive resources, while heuristic-based decisions (e.g., using criminal stereotypes) conserve resources. Here, we investigated whether differences in cognitive resources and prejudice attitudes about Blacks influenced trial outcomes. We tested the impact of working memory capacity (WMC), cognitive load, prejudice, and target race (Black, White) on penalties ascribed to fictional criminal defendants in ambiguous-fact cases. Results showed that when “loaded,” prejudiced-low-WMC persons supported guilty verdicts with higher confidence more often for Black than White defendants. Conversely, regardless of WMC or prejudice attitude, participants penalized White defendants more often when not loaded. We suggest that cognitive resources and prejudice attitude influence fact-based decisions. Links to juror judgments and potential trial outcomes are discussed.     

决策中的图形框架效应

决策框架效应作为一种违背不变性原则的非理性偏差, 已经得到研究的广泛证实。本研究突破了传统研究中主要由语言描述引发框架效应的限制, 从图形表征这一新的视角对图形框架效应做了深入探讨。本研究共包括6个实验, 通过操纵选项在不同图形表征版本中物理属性差异的突出性, 发现在表达信息不变的情况下, 人们判断和决策的偏好会受到图形表征的影响, 即出现了图形框架效应。研究结果表明, 图形框架效应普遍存在于各种决策情境以及各种图形表征方式中。基于属性替代理论和齐当别原则, 我们提出了一种解释图形框架效应内部作用机制的两阶段心理加工模型--图形编辑的齐当别模型(The Graph-edited Equate-to-differentiate Model, GEM)。     

Context Effects of Radio Programming on Cognitive Processing of Embedded Advertisements

This experiment tested the hypothesis that the involvement, entertainment and enjoyment properties of radio programmes would be related to memory for the accompanying advertisements and attitudes towards them. Ninety-three subjects listened to one of three radio programmes (a phone-in, a chart show, or a nostalgia programme) in which were embedded a set of four unfamiliar advertisements. Subjects' ratings of the programmes as involving, entertaining, and enjoyable were positively correlated with subsequent ratings of the advertised brands and purchasing intentions. Analyses of variance indicated significant differences in memory for the advertisements and programme ratings: the phone-in programme context, which was rated significantly less interesting, enjoyable and entertaining, and more boring and humorous than the nostalgia radio programme context, produced significantly lower memory for the advertisements. These results provide substantial evidence for context effects operating in the radio medium.     

Effects of Feedback Complexity on Dynamic Decision Making

Prior research shows people suffer from misperceptions of feedback, generating systematic dysfunctional behavior in the presence of dynamic complexity - settings with multiple feedback loops, time delays, and nonlinearities. However, prior work has not adequately mapped the effect of these elements of complexity on performance. We report an experiment where subjects managed an inventory in the face of stochastic sales, a classic dynamic decision task. We vary the time delays and strength of the feedback loops to explore the impact of these elements of dynamic complexity on behavior. Subjects faced financial incentives and had opportunities to learn. Yet performance was significantly worse than optimal across all conditions. Subjects outperformed a naive "do-nothing" rule in the simple conditions, but performance deteriorated dramatically with increasing time delays and feedback effects, and most were outperformed by the do-nothing rule in the complex conditions. Regression analysis of subjects′ decisions showed most ignored the supply line of pending production and undercontrolled the system. Undercontrol increased significantly with growing time delays and feedback strength, showing subjects were insufficiently adaptive despite perfect knowledge of system structure and parameters. Subjects′ understanding of complex feedback settings declines as delays between cause and effect increase and as actions have stronger side effects. Few indications were found of active experimentation or learning: the need to control seemed to override the ability to learn.