风险决策中的参照点效应研究

本研究以展望理论和社会决策范式模型为基础，着重探讨三种参照点对个体和群体风险决策产生的影响。３００名被试经实验者设置参照点后分别在个体和群体条件下对不同风险度的博弈方案进行选择。结果表明：（１）个体决策中，损失参照点的被试和无得失经验者比得益者更冒险；（２）得益被试的决策受到社会比较的影响；（３）损失参照点的被试并未对群体决策有更大影响，决定群体决策结果的主要是多数原则。

THE EFFECT OF REFERENCE POINT ON DECISIONMAKING UNDER RISK

The effect of reference point on individual and group decision - making under risk were studied based on prospect theory and social decision scheme. 300 subjects were asked to make choice among bets which were different in risk, and then to discuss with others in a three - person group until reaching a consensus . The results showed that, 1) subjects who had recent loss or even experiences prefered riskier bets than those who experienced recent gains in individual decision situation, but there was no difference between GAIN subjects 'preference and EVEN , s, 2) social context had significant effect only on the GAIN subject , s decision, 3) reference point effects were not found in group choice, but majority principle took a role instead.