公平行为的认知神经机制

大量研究采用最后通牒博弈发现人们愿意牺牲自身利益来维护公平,普遍具有不公平厌恶倾向。本文基于行为博弈任务对个体处于不同角色时的公平行为,从神经学层面做出新的解释,并对现存理论模型做了梳理。脑成像的研究发现,公平行为的相关脑区主要有负责情绪加工的脑岛和与认知控制相关的背外侧前额叶,内侧眶额皮层。前脑岛激活越大,个体拒绝不公平方案的可能性越大,而腹外侧前额叶可以调节前脑岛的活动,使个体采取更理性的方式,接受不公平分配方案。另外,睾酮素和催产素作为神经调节的激素,可以对公平行为起到调节作用,睾酮素通过抑制内侧眶额皮层的激活,增加对不公平方案的拒绝率,相反,催产素可以降低个体对于不公平方案的拒绝率,并增加个体的公平行为。     

A Cognitive Model of Customer‐Based Brand Equity for Frequently Purchased Products: Conceptual Framework and Empirical Results

The main purpose of this research is to identify the underlying cognitive structure of brand equity. Existing research on brand equity is used to identify 4 cognitive “components” of customer‐based brand equity. These are labeled as global brand attitude, strength of preference, brand knowledge, and brand heuristic. A conceptual framework of how these components (or subconstructs) are interrelated is proposed and empirically tested using data from 2 frequently purchased product categories. Covariance structure modeling is used as the analysis methodology. The results indicate that all the identified cognitive components are important determinants of customer‐based brand equity. Specifically, the brand heuristic component serves as an important mediator in 2 “cognitive chains” that link global brand attitude to brand knowledge and global brand attitude to strength of preference, respectively. The study findings have important implications for designing equity maintenance strategies for frequently purchased products.     

Take the best or look at the rest? Factors influencing "one-reason" decision making

Aspects of an experimental environment were manipulated in 3 experiments to examine the parameters under which the "take-the-best" (TTB) heuristic (e.g., G. Gigerenzer & D. G. Goldstein, 1996) operates. Results indicated TTB use to be more prevalent when the cost of information was high, when validities of the cues were known, and when a deterministic environment was used. However, large individual variability in strategy use was observed as well as a significant proportion of behavior inconsistent with TTB, expecially its stopping rule. The results demarcate some of the heuristic's boundary conditions and also question the validity of TTB as a psychologically plausible and pervasive model of behavior.     

Aspiration-Based and Reciprocity-Based Rules in Learning Dynamics for Symmetric Normal-Form Games

Psychologically based rules are important in human behavior and have the potential of explaining equilibrium selection and separatrix crossings to a payoff dominant equilibrium in coordination games. We show how a rule learning theory can easily accommodate behavioral rules such as aspiration-based experimentation and reciprocity-based cooperation and how to test for the significance of additional rules. We confront this enhanced rule learning model with experimental data on games with multiple equilibria and separatrix-crossing behavior. Maximum likelihood results do not support aspiration-based experimentation or anticipated reciprocity as significant explanatory factors, but do support a small propensity for non-aspiration-based experimentation by random belief and non-reciprocity-based cooperation.     

The similarity heuristic

Decision makers often make snap judgments using fast‐and‐frugal decision rules called cognitive heuristics. Research into cognitive heuristics has been divided into two camps. One camp has emphasized the limitations and biases produced by the heuristics; another has focused on the accuracy of heuristics and their ecological validity. In this paper we investigate a heuristic proposed by the first camp, using the methods of the second. We investigate a subset of the representativeness heuristic we call the “similarity” heuristic, whereby decision makers who use it judge the likelihood that an instance is a member of one category rather than another by the degree to which it is similar to others in that category. We provide a mathematical model of the heuristic and test it experimentally in a trinomial environment. In this environment, the similarity heuristic turns out to be a reliable and accurate choice rule and both choice and response time data suggest it is also how choices are made. We conclude with a theoretical discussion of how our work fits in the broader “fast‐and‐frugal” heuristics program, and of the boundary conditions for the similarity heuristic. Copyright © 2009 John Wiley & Sons, Ltd.     

An Inter‐ and Intraindividual Perspective of the Substitutability of Fairness Rules for Trust Within Teams

The present study longitudinally assesses fairness allocation rule importance and equity allocation preference under conditions of evolving team trust. We predicted an interchangeable relationship between trust and allocation rules using an uncertainty management theory framework ( Lind & Van den Bos, 2002 ; Van den Bos & Lind, 2002 ). From an interindividual perspective, lower initial trust toward team members predicted a higher degree of importance for the use of preferred allocation rules and greater use of the equity heuristic. An intraindividual change in trust predicted an inverse change in use of the equity heuristic, but not the expected change in allocation rule importance. Implications of these results for future research and practice are discussed.     

视频游戏对认知能力的影响及其神经基础

视频游戏是一类需要借助视听设备并基于一定剧情进行操作的游戏。先前研究大多关注暴力视频游戏对攻击等负面行为的影响,但本文着重探讨视频游戏对个体认知能力的积极影响及内在神经基础,以辩证看待视频游戏对个体心理和行为的作用。本文对前人研究归纳梳理发现,视频游戏训练能使个体认知能力得到持久改善,同时论述了视频游戏中脑神经基础和奖赏预期对认知能力的调控作用。未来研究应在规范视频游戏训练技术的基础上,用其干预靶脑区以提升个体特定脑功能。     

Ignorance or integration: the cognitive processes underlying choice behavior

The fast‐and‐frugal heuristic framework assumes noncompensatory tools for human preferences (i.e., priority heuristic) and inferences (i.e., take the best heuristic). According to this framework, these heuristics predict choice behavior as well as model the cognitive processes underlying such behavior. The current paper presents two studies that juxtapose predictions derived from these two simple heuristics with alternative predictions derived from compensatory principles. Dependent measures that included reaction time, choice pattern, confidence level, and accuracy were better predicted by compensatory indices than by noncompensatory indices. These findings suggest that people do not rely on limited arguments only, but tend to integrate all acquired information into their choice processes. This tendency was replicated even when the experimental task facilitated the use of noncompensatory principles. We argue that the fast and frugal heuristics can predict the final outcome only under certain conditions, but even in these particular situations they are not applicable to the processes underlying choice behavior. An integrative model for choice behavior is proposed that better represents the data. Copyright © 2009 John Wiley & Sons, Ltd.     

Associations between empathy and altruistic sharing behavior in Chinese adults

Previous research has shown that affective empathy, rather than cognitive empathy, significantly predicts people’s altruistic sharing behavior in economic games. However, most of these studies were conducted in Western populations. There might be cultural differences in the relations between empathy and altruism due to different levels of empathy between Western and Asian individuals. In this study, we measured different aspects of empathy in Chinese adults as well as their allocation offers in the dictator and ultimatum games. We found that cognitive empathy, but not affective empathy, was a significant predictor of adults’ altruistic sharing behavior in the two economic games. Subjective family income was also revealed to be a significant predictor of individuals’ altruism in the ultimatum game, such that people with lower subjective family income tended to be more generous. Potential implications of our findings are discussed.     

亲社会视频游戏对国外青少年行为的影响

视频游戏对青少年行为影响的研究焦点主要集中在暴力视频游戏带来的消极影响上。随着研究的深入以及积极心理学的兴起,研究者开始关注亲社会视频游戏对青少年行为的积极影响,并进行了相关的研究,研究大多以一般学习模型为理论框架。一般学习模型认为亲社会视频游戏通过影响与亲社会相关的认知、情感和生理唤醒而对亲社会行为产生作用。已有研究显示,亲社会视频游戏会促进青少年的亲社会行为,同时减少青少年的攻击性行为。研究者们采用多种方法探索亲社会视频游戏影响青少年行为的心理机制,证明了一般学习模型的理论构想。未来研究需要进一步研究性别、人格、文化等因素的影响,并开展相关的认知神经机制研究。     

从博弈游戏看儿童经济决策行为的发展

国外有研究借助最后通谍（UG）和独裁者博弈（DG）探查了儿童的决策行为,他们发现,随着儿童年龄的增长,他们分配给对方的金额呈上升趋势,即公平和分享行为随年龄增加。儿童的经济决策行为和社会化不可避免要受文化影响。研究探查了中国文化下小学三、六年级、初二、大学一年级四个年龄组学生在最后通谍（UG）和独裁者博弈（DG）中的经济决策行为发展。研究同时比较了个体决策和群体决策的差异。结果发现：儿童在两个博弈中的提议金额都显示出公平和分享行为,随着儿童年龄的增长,儿童在UG和随后进行的DG中的提议分配金额呈减少趋势。这个发现与以往国外研究结果明显不同。两个博弈的顺序对UG没有影响,但对DG有影响;儿童的个体决策和群体决策结果没有显示显著差异     

行为决策中诱饵效应的认知加工机制

在原选项集中加入一个诱饵选项能够使人们的选择发生改变, 这就是诱饵效应。研究者发现可以通过设置相似诱饵、妥协诱饵、吸引诱饵以及幽灵诱饵等达到诱导决策者选择目标选项的目的。当前, 很多研究探索了诱饵效应的认知加工机制, 有研究者基于启发式加工和分析式加工的视角开展研究, 也有研究者从维度加工和选项加工的视角对此进行探索。诱饵效应的认知加工过程受到年龄、后悔情绪、决策形式以及时间压力等因素的影响。未来的研究需要构建适用于各类诱饵效应的统一的认知加工机制模型, 探索知觉在诱饵效应形成过程中的基础性作用, 探索个体的决策风格对不同类型诱饵效应的影响, 并通过合理利用诱饵效应助推社会发展。     

Speciesism as a Moral Heuristic

In the last decade, the study of moral heuristics has gained in importance. I argue that we can consider speciesism as a moral heuristic: an intuitive rule of thumb that substitutes a target attribute (that is difficult to detect, e.g. “having rationality”) for a heuristic attribute (that is easier to detect, e.g. “looking like a human being”). This speciesism heuristic misfires when applied to some atypical humans such as the mentally disabled, giving them rights although they lack rationality. But I argue that it is not necessarily irrational or inconsistent to hold on to this heuristic rule, because we have to take time and knowledge constraints, uncertainty aversion and emotional costs into account. However, this “heuristic defense” of speciesism uses a target attribute (rationality) that has implications of disrespect towards some atypical humans. Therefore, based on notions of impartiality and compassion, I argue for a morally better target attribute: sentience (“having a sense of well-being”). “Being a vertebrate” is suitable as a corresponding heuristic attribute because it is easy to detect and has a strong correlation with the target attribute of sentience.     

议价博弈决策的权利认知效应

在议价博弈中,决策者可能存在因对自己及其他参与者拥有权利的认识程度不同,从而影响其策略选择及决策行为的现象。为验证该“权利认知效应”的存在,用实验法考察了240名不同年龄被试在两种议价博弈任务——最后通牒和纳什议价中的决策表现,结果发现：（1）6到12岁儿童和大学生中均存在权利认知效应;（2）随着年龄增长,受权利认知影响的人数呈现逐渐减少的趋势;（3）在议价博弈中,儿童对分配权的认识程度高于对否决权的认知。     

Computers for cognitive research: A HyperCard adventure game

For researchers interested in exploring the cognitive and metacognitive processes involved in problem-solving, one obstacle has been the difficulty of creating engaging and ecologically valid situations in which to observe these skills in practice. Computer games can provide a rich environment for research on such skills. I present a HyperCard example of an adventure game that serves as an environment for research on analogy in problem-solving. The design of the game and interface is detailed, and initial results of and suggestions for extensions to this work are presented.     

Heterogeneity in generalized reinforcement learning and its relation to cognitive ability

In this paper, we study the connections between working memory capacity (WMC) and learning in the context of economic guessing games. We apply a generalized version of reinforcement learning, popularly known as the experience-weighted attraction (EWA) learning model, which has a connection to specific cognitive constructs, such as memory decay, the depreciation of past experience, counterfactual thinking, and choice intensity. Through the estimates of the model, we examine behavioral differences among individuals due to different levels of WMC. In accordance with ‘Miller’s magic number’, which is the constraint of working memory capacity, we consider two different sizes (granularities) of strategy space: one is larger (finer) and one is smaller (coarser). We find that constraining the EWA models by using levels (granules) within the limits of working memory allows for a better characterization of the data based on individual differences in WMC. Using this level-reinforcement version of EWA learning, also referred to as the EWA rule learning model, we find that working memory capacity can significantly affect learning behavior. Our likelihood ratio test rejects the null that subjects with high WMC and subjects with low WMC follow the same EWA learning model. In addition, the parameter corresponding to ‘counterfactual thinking ability’ is found to be reduced when working memory capacity is low.     

Speeded retrieval abolishes the false-memory suppression effect: Evidence for the distinctiveness heuristic

We examined two different accounts of why studying distinctive information reduces false memories within the DRM paradigm. The impoverished relational encoding account predicts that less memorial information, such as overall familiarity, is elicited by the critical lure after distinctive encoding than after nondistinctive encoding. By contrast, the distinctiveness heuristic predicts that participants use a deliberate retrieval strategy to withhold responding to the critical lures. This retrieval strategy refers to a decision rule whereby the absence of memory for expected distinctive information is taken as evidence for an event’s nonoccurrence. We show that the typical false-recognition suppression effect only occurs when the recognition test is self paced. This suppression effect is abolished when participants make recognition decisions under time pressure, such as within 1 second of seeing the test item. These results are consistent with the distinctiveness heuristic that a time-consuming retrieval strategy is used to reduce false-recognition responses.     

Language as shaped by the brain

It is widely assumed that human learning and the structure of human languages are intimately related. This relationship is frequently suggested to derive from a language-specific biological endowment, which encodes universal, but communicatively arbitrary, principles of language structure (a Universal Grammar or UG). How might such a UG have evolved? We argue that UG could not have arisen either by biological adaptation or non-adaptationist genetic processes, resulting in a logical problem of language evolution. Specifically, as the processes of language change are much more rapid than processes of genetic change, language constitutes a "moving target" both over time and across different human populations, and, hence, cannot provide a stable environment to which language genes could have adapted. We conclude that a biologically determined UG is not evolutionarily viable. Instead, the original motivation for UG--the mesh between learners and languages--arises because language has been shaped to fit the human brain, rather than vice versa. Following Darwin, we view language itself as a complex and interdependent "organism," which evolves under selectional pressures from human learning and processing mechanisms. That is, languages themselves are shaped by severe selectional pressure from each generation of language users and learners. This suggests that apparently arbitrary aspects of linguistic structure may result from general learning and processing biases deriving from the structure of thought processes, perceptuo-motor factors, cognitive limitations, and pragmatics.