消费者基于选择集的情境效应

消费者基于选择集的情境效应颠覆了传统的理性选择理论,表明了情境对消费者偏好和选择的系统性影响。情境效应主要的类型有吸引效应和折衷效应。情境效应具有感知偏差、风险和负面情绪规避以及信息推理等方面的内在机理。选择集结构和特征及消费者等因素都对情境效应产生影响,而情境效应会影响消费者偏好的构建。未来情境效应研究将会向复杂属性组合、复杂购买情境和新情境效应的发现等方面拓展。     

Mixing virtue and vice: combining the immediacy effect and the diversification heuristic

Many of the most significant choices that people make are between vices, which exchange small immediate rewards for large delayed costs, and virtues, which exchange small immediate costs for large delayed rewards. We investigate the consequences of making a series of such choices either simultaneously or sequentially. We made two predictions. First, because many alternatives chosen under simultaneous choice will only be experienced following a delay, and because hyperbolic time discounting predicts that people will prefer delayed virtues but immediate vices, we predicted that people would choose more virtues in simultaneous than sequential choice. Second, due to the tendency to diversify portfolios of choices, we predicted a greater mix of virtues and vices in simultaneous than sequential choice. These predictions were confirmed in two experiments involving real choices; one between ‘highbrow’ and ‘lowbrow’ movies, and the other between ‘instant‐win’ and ‘prize‐draw’ lottery tickets. We conclude by posing the question of whether simultaneous or sequential choice results in decisions that more closely approximate what people ‘really’ want. Copyright © 1999 John Wiley & Sons, Ltd.     

Tests of an indifference rule in variable‐delay and double‐reward choice procedures with humans

Four hundred and fifty participants were recruited from Amazon Mechanical Turk across 3 experiments to test the predictions of a hyperbolic discounting equation in accounting for human choices involving variable delays or multiple rewards (Mazur, 1984, 1986). In Experiment 1, participants made hypothetical choices between 2 monetary alternatives, 1 consisting of a fixed delay and another consisting of 2 delays of equal probability (i.e., a variable‐delay procedure). In Experiment 2, participants made hypothetical monetary choices between a single, immediate reward and 2 rewards, 1 immediate and 1 delayed (i.e., a double‐reward procedure). Experiment 3 also used a double‐reward procedure, but with 2 delayed rewards. Participants in all 3 experiments also completed a standard delay‐discounting task. Finally, 3 reward amounts were tested in each type of task ($100, $1000, and $5000). In the double‐reward conditions (Experiments 2 and 3), the results were in good qualitative and quantitative agreement with Mazur's model (1984, 1986). In contrast, when participants made choices involving variable delays (Experiment 1), there was relatively poor qualitative and quantitative agreement with this model. These results, along with our previous findings, suggest the structure of questions in hypothetical tasks with humans can be a strong determinant of the choice pattern.     

Decreasing influence of arbitrarily applicable verbal relations of recreational gamblers: A randomized controlled trial

Twenty‐one recreational gamblers were randomly assigned to two groups; one group was exposed to a conditional discrimination relational training task to bias choice allocation to a black machine presented concurrently with a red machine, and the other group underwent the same relational training task immediately followed by a defusion procedure, designed to expand upon the relations developed in the initial relational task. Both groups completed a simulated slot‐machine task before and after the relational training task, with or without the defusion procedure. Results showed that 9 of 11 participants in the relational training only group showed an increased bias toward the black machine, compared to only 4 of 10 in the relational training plus defusion group; this latter group also showed greater matched responding. Results suggest that expanding verbal–relational networks may reduce the influence of any single verbal relation on gambling choice behavior.     

Neural correlates of intertemporal choice in aggressive behavior

People often have to make decisions between immediate rewards and more long-term goals. Such intertemporal judgments are often investigated in the context of monetary choice or drug use, yet not in regard to aggressive behavior. We combined a novel intertemporal aggression paradigm with functional neuroimaging to examine the role of temporal delay in aggressive behavior and the neural correlates thereof. Sixty-one participants (aged 18–22 years; 37 females) exhibited substantial variability in the extent to which they selected immediate acts of lesser aggression versus delayed acts of greater aggression against a same-sex opponent. Choosing delayed-yet-more-severe aggression was increased by provocation and associated with greater self-control. Preferences for delayed aggression were associated with greater activity in the ventromedial prefrontal cortex (VMPFC) during such choices, and reduced functional connectivity between the VMPFC and brain regions implicated in motor impulsivity. Preferences for immediate aggression were associated with reduced functional connectivity between the VMPFC and the frontoparietal control network. Dispositionally aggressive participants exhibited reduced VMPFC activity, which partially explained and suppressed their preferences for delayed aggression. Blunted VMPFC activity may thus be a neural mechanism that promotes reactive aggression towards provocateurs among dispositionally aggressive individuals. These findings demonstrate the utility of an intertemporal framework for investigating aggression and provide further evidence for the similar underlying neurobiology between aggression and other rewarding behaviors.     

风险决策和跨期决策的过程比较：以确定效应和即刻效应为例

风险决策和跨期决策与人类生存发展密切相关, 且两类决策在理论发展、行为效应及神经基础等方面具有相似性。为检验二者是否具有共同过程机制, 本研究以风险决策中的确定效应和跨期决策中的即刻效应为例, 采用眼动追踪技术比较了它们的局部、整体过程及模型拟合。辅以贝叶斯因子分析实验数据表明：二者的主要过程特征均相似, 且更符合非折扣模型假设; 二者在加工复杂程度等少数特征上有所不同; 确定和即刻信息在加工方向等特征上存在特异性。这表明二者可能具有共同的核心决策规则：两类决策更可能遵循非折扣模型预期的简捷、启发式规则, 而不是折扣模型所假设的补偿性、基于选项规则。本研究为建立两类决策的共同解释框架做出了有益尝试, 并为决策比较研究方法提供新的方向。     

移动购物更快吗?决策场景与思维模式的相容性

既有文献对消费者延迟选择影响因素的研究, 主要集中于决策复杂度、决策者特质或情绪, 少有对决策场景进行深入探讨。互联网购物时代, PC端与手机端已成为重要的消费场景。针对手机端是否会加快消费者决策过程的问题目前也存在不一致的结论。本文引入决策双系统理论, 力图解释以往看似冲突的结论。消费者的购买决策模式, 不仅会受到决策任务(产品价格)的影响, 还会受到决策场景(购买终端)影响。当场景与决策任务使消费者启动的思维模式相一致时, 会提升决策流畅度, 降低延迟选择。本文发现, 移动端(PC端)与低(高)价格产品更容易激发相容的经验性(理性)思维, 降低延迟选择倾向。反之, 则会同时启动两种相左的决策思维, 增加延迟选择倾向。本文从场景启动与价格启动视角, 将以往消费者单一的决策思维模式, 拓展到多因素启动的思维模式相容性问题; 同时本文通过探究延迟选择问题, 对价格策略与场景化营销带来启示。     

The fit between emotion regulation choice and individual resources is associated with adaptive functioning among young children

Being able to resist temptation at a young age is crucial for successful functioning yet it can be challenging. According to the Selection, Optimization, and Compensation with Emotion Regulation (SOC-ER) framework, one central element of successful functioning is selection which involves choosing among regulatory options whose resource requirements fits with the amount of available resources an individual possesses. Although conceptually important, direct empirical evidence is lacking. Accordingly, the present study utilised performance based measures to examine the interactive effect of regulatory selection to resist temptation, and individual differences in executive resources, on functioning in young children. Specifically, 39 first grade children that varied in executive resources (working memory capacity, WMC), selected between two major regulatory strategies (reappraisal and distraction) to resist temptation, that varied in their resource demands, and were evaluated on successful functioning (via questionnaires completed by parents, that assess daily-life behaviours requiring executive functioning). Supporting SOC-ER predictions, we found that among children with low (but not high) WMC, choosing the less effortful distraction regulatory strategy was associated with adaptive functioning. Additionally, regulatory choice preferences previously obtained with adults were extended to children. Broad implications are discussed.     

The gap between medical and monetary choices under risk persists in decisions for others

Decisions under risk in the medical domain have been found to systematically diverge from decisions in the monetary domain. When making choices between monetary options, people commonly rely on a decision strategy that trades off outcomes with their probabilities; when making choices between medical options, people tend to neglect probability information. In two experimental studies, we tested to what extent differences between medical and monetary decisions also emerge when the decision outcomes affect another person. Using a risky choice paradigm for medical and monetary decisions, we compared hypothetical decisions that participants made for themselves to decisions for a socially distant other (Study 1) and to recommendations as financial advisor or doctor (Study 2). In addition, we examined people's information search in a condition in which information about payoff distributions had to be learned from experiential sampling. Formal modeling and analyses of search behavior revealed a similarly pronounced gap between medical and monetary decisions in decisions for others as in decisions for oneself. Our results suggest that when making medical decisions, people try to avoid the worst outcome while neglecting its probability—even when the outcomes affect others rather than themselves.