ISSN 1671-3710
CN 11-4766/R
主办:中国科学院心理研究所
出版:科学出版社

›› 2006, Vol. 14 ›› Issue (3): 408-412.

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Reference Point Effect in the Decision Making Process

He Guibing, Yu Yongju   

  1. Department of Psychology, Zhejiang University, Hangzhou 310028, China
  • Received:2005-09-03 Revised:1900-01-01 Online:2006-05-15 Published:2006-05-15
  • Contact: He Guibing

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

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