关键词: 参照点效应, 多重参照点, 决策

Abstract: Proposed by Kahneman and Tversky, “reference point effect” explained cognitive coding and the mode of information integration in human decision making process, and challenged the traditional rational decision making theory. Recently, much attention has been concentrated on reference point effect. This paper commented on relevant concepts of reference point and the latest researches, also brought forward four points that we should concern in future: 1) the study of multiple reference points effect; 2) the transformation mechanism of reference point effect in dynamic decision making process; 3) reference point effect in group decision making process; 4) testing and developing the theory of reference point effect in decision making tasks in real life

Key words: reference point effect, multiple reference points, decision making