摘要
对行为决策中"框架效应"(Framing Effect)的研究进行了拓展:探讨了自我框架对风险决策的影响及其机制。面对运用图示方法表示的管理,健康,及投资方面的风险决策问题,参与者自主地选择对方案的描述(自我框架)。研究有四个主要发现:1)自我框架对风险选择的效应部分显著,而且对风险选择的影响方向因情境的不同而不同;2)机会威胁认知是自我框架效应的一个中介变量;3)自我框架在情绪语气上的差异对风险决策有显著影响:决策者对一个备选方案(确定性或风险性方案)相对于另一个备选方案的自我描述的情绪语气越积极正面,这个方案被选择的可能性越大;4)决策者的机会-威胁认知是这一自我框架效应的部分中介变量。也就是说,对备选方案的自我描述语气作为一种对决策信息的编码影响了风险(机会和威胁)认知,进而影响决策者的风险偏好和选择。
This study introduces and extends recent developments in the studies of framing effects in behavioral decision making, and examines the effects of self-flaming on risky choice and its underlying mechanism. Until recently, flaming studies had largely focused on how externally framed （phrased） choice problems affected risk preference. Little attention was given to how decision makers mentally frame decision problems themselves. Recent works by Wang and others found significant effects of self-framing of choice outcomes on risk preference of the decision maker. In the present study, we addressed several unanswered questions. Previous studies showed that a large proportion of the participants use both positive and negative frames to encode expected choice outcomes. Would the difference in the hedonic tone of self frames for different choice options （i.e., sure thing vs. a gamble of equal expected value） affect risk preference of the decision maker？ We predicted that the positive hedonic tone of self-framing would increase the attractiveness of the framed option. Thus, the option that was more positively framed would be more likely to be chosen. Second, we examined the mechanism of self-faming effects with regard to how risk perception mediates the effects. We predicted that opportunity and threat perception would mediate the effects of self-framing on risky choice. One hundred and sixteen university students participated in the study. Adopting a within-subject design, each participant was provided with three risky choice problems presented in managerial, health, and investment contexts. After viewing a graphic display （pie chart or histogram） of a decision problem, participants diseretionally described expected choice outcomes （self flaming） in a sentence completion task. For each choice problem, the participants were asked to rate perceived opportunities and threats associated with each of the two options, either a sure thing or a gamble. The participants were then asked to make a choice between a sure-thing option and its gamble equivalent. Chi-square analysis was conducted to test self-flaming effects; logistic regression analysis was used to examine the relationship between self- flaming, risk （opportunity and threat） perception and risky choice. The study found that the hedonic tone of self-framing affected the final choice of the participant： the more positive the hedonic tone of self framing of a choice option （either a sure option or a gamble） was, the more likely the option would be chosen. This effect of self framing was partially mediated by the decision maker＇s perception of opportunities and threats. This study enriched our understanding of framing effects. When decision makers are allowed to encode and frame the expected outcomes of a risky choice problem by themselves, the small difference in the hedonic tone of serf-generated frames of alternative options may influence risk perception and risky choice. That is, the hedonic tone of self-framing as an encoding of decision information affects risk （opportunity and threat） perception, which in turn affects the risk preference and choice of the decision maker.
出处
《心理学报》
CSSCI
CSCD
北大核心
2008年第6期633-641,共9页
Acta Psychologica Sinica
