不确定性风险选择的抱负水平—相对效用整合理论

本文认为不确定性风险决策备择方案的选择标准既不是规范效用理论所主张的效用最大化，也不只是研究者们基于西蒙有限理性决策理论而提出的抱负水平，而是存在于决策不同阶段上的、由启发式策略控制着的这两种标准的整合，我们称之为抱负水平－相对效用整合标准。为此，我们在研究抱负水平结构的基础上提出了负险选择的抱负水平－相对效用整合理论及其支持性研究证据，并就有关问题进行了讨论与思考。指出抱负水平－相对效用整合是风

THE CONJUNCTIVE THEORY OF ASPIRATION LEVEL AND RELATIVE UTILITY INUNCERTAINTY RISK CHOICE

We did not think that the criterion used by thedecision - maker in uncertainty risk choice was utilitymaximization as advocated by the normative decisiontheory or merely the aspiration level of any theoryfoumulated on the foundation of simon's satisfyingtheory. We came up with a conformable criterioncalled aspiration level and relative utility conjunctioncontrolled by heuristic strategies during different decision stages. The purpose of this research was to formulate and discuss our conjunctive theory of aspiratonlevel and relative utility by means of some supportingstudies of aspiration level structures and relative utilityanalyses. It was such criterion that constituted the motivational factors of searching for any more alternatives.