The affect heuristic and the attractiveness of simple gambles

被引:59
作者
Bateman, Ian
Dent, Sam
Peters, Ellen
Slovic, Paul
Starmer, Chris
机构
[1] Decis Res, Eugene, OR 97401 USA
[2] Univ Oregon, Dept Psychol, Eugene, OR 97403 USA
[3] Univ Nottingham, Sch Econ, Ctr Decis Res & Expt Econ, Nottingham NG7 2RD, England
[4] Univ Western Australia, Perth, WA 6009, Australia
[5] Univ E Anglia, PEDM, CSERGE, Norwich NR4 7TJ, Norfolk, England
基金
英国经济与社会研究理事会;
关键词
affect heuristic; preference construction; evaluability; gambles;
D O I
10.1002/bdm.558
中图分类号
B849 [应用心理学];
学科分类号
040203 ;
摘要
Prior studies have observed that the attractiveness of playing a simple gamble (7/36 to win $9; otherwise win nothing) is greatly enhanced by introducing a small loss (7/36 win $9; otherwise lose 50). The present studies tested and confirmed an explanation of this finding based on the concept of evaluability and the affect heuristic. Evaluators of the "no-loss" gamble lack a precise feeling for how good $9 is, hence give it little weight in their judgment. In the second gamble, comparison with the small loss makes $9 "come alive with feeling" and become weighted in the judgment, thus increasing the attractiveness of the gamble. These results demonstrate the importance of contextual factors in determining affect and preference for simple risk-taking opportunities. They show that the meaning, utility, and weighting of even a very familiar monetary outcome such as $9 is not fixed, but depends greatly on these contextual factors. Copyright (c) 2007 John Wiley & Sons, Ltd.
引用
收藏
页码:365 / 380
页数:16
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