行为决策中诱饵效应的认知加工机制

doi:10.3724/SP.J.1042.2020.01688

摘要/Abstract

摘要：

在原选项集中加入一个诱饵选项能够使人们的选择发生改变, 这就是诱饵效应。研究者发现可以通过设置相似诱饵、妥协诱饵、吸引诱饵以及幽灵诱饵等达到诱导决策者选择目标选项的目的。当前, 很多研究探索了诱饵效应的认知加工机制, 有研究者基于启发式加工和分析式加工的视角开展研究, 也有研究者从维度加工和选项加工的视角对此进行探索。诱饵效应的认知加工过程受到年龄、后悔情绪、决策形式以及时间压力等因素的影响。未来的研究需要构建适用于各类诱饵效应的统一的认知加工机制模型, 探索知觉在诱饵效应形成过程中的基础性作用, 探索个体的决策风格对不同类型诱饵效应的影响, 并通过合理利用诱饵效应助推社会发展。

关键词: 诱饵效应, 设置策略, 认知加工机制

Abstract:

Decoy effect refers to a phenomenon that individuals tend to shift their preferences between two options when a third option is added to the choice set. The similar decoy, compromise decoy, attraction decoy and phantom decoy were applied to achieve the goal of selecting the option of target. Cognitive mechanisms of the decoy effect have been explored by many previous studies, some of which were conducted based on the perspective of heuristic or analytical processing, others were carried out from the perspective of the comparison process with either the attribute-based rule or the alternative-based rule. The cognitive processing of the decoy effect was affected by varied factors, such as age, the emotion of regret, the form of decision-making, the time pressure, and so on. In the future, related researches may focus on four aspects: (1) constructing a general cognitive processing model of all kinds of decoy effect; (2) exploring the role of perception in the cognitive mechanism of the decoy effect; (3) investigating the influence of decision-making styles on the decoy effect; and (4) exploring the ways to apply the decoy effect to nudge positive social development.

Key words: decoy effect, setting strategies, cognitive mechanism

中图分类号:

B842

李嘉惠, 刘清, 蒋多. (2020). 行为决策中诱饵效应的认知加工机制. 心理科学进展 , 28(10), 1688-1696.

LI Jiahui, LIU Qing, JIANG Duo. (2020). The cognitive mechanisms of decoy effect in decision making. Advances in Psychological Science, 28(10), 1688-1696.

图/表 4

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