The affect heuristic and the attractiveness of simple gambles

Prior studies have observed that the attractiveness of playing a simple gamble (7/36 to win $9; otherwise win nothing) is greatly enhanced by introducing a small loss (7/36 win $9; otherwise lose 5¢). The present studies tested and confirmed an explanation of this finding based on the concept of evaluability and the affect heuristic. Evaluators of the “no‐loss” gamble lack a precise feeling for how good $9 is, hence give it little weight in their judgment. In the second gamble, comparison with the small loss makes $9 “come alive with feeling” and become weighted in the judgment, thus increasing the attractiveness of the gamble. These results demonstrate the importance of contextual factors in determining affect and preference for simple risk‐taking opportunities. They show that the meaning, utility, and weighting of even a very familiar monetary outcome such as $9 is not fixed, but depends greatly on these contextual factors. Copyright © 2007 John Wiley & Sons, Ltd.     

纳络酮、地卓西平(MK-801)对大鼠食物渴求的影响

实验以条件性位置偏爱（CPP）的表达为渴求模型观察纳络酮及MK-801对大鼠食物CPP表达,探讨摄食行为调控的心理机制。48只SD大鼠分成食物组（24）与对照组（24）,3轮食物匹配训练后,在CPP表达前分别注射生理盐水、纳络酮（1.0 mg˙kg -1）及MK-801(0.1 mg˙kg -1),观察各组动物在食物匹配训练侧停留时间的变化。结果发现,MK-801促进食物CPP的表达,但纳络酮对食物CPP的表达没有显著影响。以上结果表明MK-801（0.1mg˙kg -1）增强动物的食物渴求至少是其增加摄食量的原因之一,而1.0 mg˙kg -1的纳络酮降低动物的摄食量并不是由于食物渴求的下降导致的。MK-801与纳络酮调节动物摄食行为的心理机制可能不一致。     

品牌个性与消费者自我概念的一致性及其对品牌忠诚的影响

品牌个性与消费者自概念的一致性是指消费者在进行品牌选择时,倾向于选择那些品牌个性与其自我概念一致的品牌。品牌个性与自我概念的一致性对消费者的品牌忠诚具有积极的影响。许多研究都证实了这一点。本文主要对品牌个性与消费者自我概念的一致性对品牌偏好的影响做了简要的概述,对并对其未来研究方向进行了展望。     

认知闭合需要、框架效应与决策偏好

在带有模糊性的决策情境中,决策者个人的认知特征会对其判断决策产生重要影响。通过实验的方法,考察了认知闭合需要和特征框架效应对个体决策偏好的影响。93名工商管理硕士（MBA）参与了实验,研究的结果支持了本研究的3个假设,即认知闭合需要与特征框架效应不仅对被试的决策偏好存在显著的影响,而且二者还存在显著的交互作用。具体来说,研究发现,在模糊情境中：高认知闭合需要的被试偏好于立刻做出决策,而低认知闭合需要的被试偏好于暂缓做出决策;接收到正向框架信息的被试偏好于立刻做出决策,而接收到负向框架信息的被试偏好于暂缓做出决策;认知闭合需要与特征框架对被试的决策偏好还存在显著的交互作用。研究结论为根据个体认知闭合需要的水平来选拔决策者、利用框架效应来影响个体的信息加工方式进而提高决策质量提供了理论依据     

Infant's visual preferences for facial traits associated with adult attractiveness judgements: Data from eye-tracking

Human preferences for facial attractiveness appear to emerge at an early stage during infant development. A number of studies have demonstrated that infants display a robust preference for facial attractiveness, preferring to look at physically attractive faces versus less attractive faces as judged by adults. However, to-date, relatively little is known about which traits of the face infants use to base these preferences upon. In contrast, a large number of studies conducted with human adults have identified that preference for attractive faces can be attributed to a number of specific facial traits. The purpose of the experiments here was to measure and assess infant's visual preference via eye-tracker technology for faces manipulated for one of three traits known to effect attractiveness judgments in adult preference tests: symmetry, averageness, and sexually dimorphic traits. Sixty-four infants (28 female and 36 male) aged between 12 and 24 months old each completed a visual paired comparison (VPC) task for one of the three facial dimensions investigated. Data indicated that infants displayed a significant visual preference for facial symmetry analogous to those preferences displayed by adults. Infants also displayed a significant visual preference for feminine versions of faces, in line with some studies of adult preferences. Visual preferences for facial non-averageness, or distinctiveness were also seen, a pattern opposite to that seen in adults. These findings demonstrate that infant's appreciation for facial attractiveness in adult images between the ages of 12 and 24 months of age is based on some, but not all, traits that adults find attractive.     

Variation of Preference Inconsistency When Applying Ratio and Interval Scale Pairwise Comparisons

Several studies on numerical rating in discrete choice problems address the tendency of inconsistencies in decision makers' measured preferences. This is partly due to true inconsistencies in preferences or the decision makers' uncertainty on what he or she really wants. This uncertainty may be reflected in the elicited preferences in different ways depending on the questions asked and methods used in deriving the preferences for alternatives. Some part of the inconsistency is due to only having a discrete set of possible judgments. This study examined the variation of preference inconsistency when applying different pairwise preference elicitation techniques in a five‐item discrete choice problem. The study data comprised preferences of five career alternatives elicited applying interval scale and numerically and verbally anchored ratio scale pairwise comparisons. Statistical regression technique was used to analyse the differences of inconsistencies between the tested methods. The resulting relative residual variances showed that the interval ratio scale comparison technique provided the greatest variation of inconsistencies between respondents, thus being the most sensitive to inconsistency in preferences. The numeric ratio scale comparison gave the most uniform preferences between the respondents. The verbal ratio scale comparison performed between the latter two when relative residual variances were considered. However, the verbal ratio scale comparison had weaker ability to differentiate the alternatives. The results indicated that the decision recommendation may not be sensitive to the selection between these preference elicitation methods in this kind of five‐item discrete choice problem. The numeric ratio scale comparison technique seemed to be the most suitable method to reveal the decision makers' true preferences. However, to confirm this result, more studying will be needed, with an attention paid to users' comprehension and learning in the course of the experiment. Copyright © 2013 John Wiley & Sons, Ltd.     

The perfectionism of Nussbaum's adaptive preferences

Although the problem of adaptiveness plays an important motivating role in her work on human capabilities, Martha Nussbaum never gives a clear account of the controversial concept of adaptive preferences on which she relies. In this paper, I aim both to reconstruct the most plausible account of the concept that may be attributed to Nussbaum and to provide a critical appraisal of that account. Although her broader work on the capabilities approach moves progressively towards political liberalism as time passes, I aim to show that her account of adaptive preferences continues to maintain her earlier commitment to perfectionism about the good. I then distinguish between two obligatory kinds of respect for persons, which I call, respectively, primary and secondary recognition respect. This distinction allows us to see that her perfectionist account of adaptive preferences allows her to show persons primary but not secondary recognition respect. Ultimately, I claim that an acceptable account of adaptive preferences must succeed in showing persons both types of respect. I conclude with some preliminary remarks on what such an account might look like.