行为决策与管理智慧.pptVIP

Psychology of Loss Aversion Different Goals and Different information processing Greater hedonic impact of the loss of an item (for sellers) than the forgone gain (for buyers) (Bar-Hillel Neter, 1996, JPSP) Selling prices are affected by variables mapping into changes in aspects of possession, while buying prices are affected by expenditure (Carmon Ariely, 2000, JCR) Sellers focus more on positive features and less on negative features, relative to buyers (Nayakankuppam Mishra, 2005, JCR) Query theory – a retrieval-based account of endowment; buyers and sellers have the propensity to query the advantages of their role-specific current state before querying the disadvantages, yielding different valuations (Johnson et al., 2007, JEP) Psychology of Loss Aversion Possession and Valence (Brenner et al., JCR, 2007) Valence loss aversion entails greater sensitivity to negative (vs. positive) changes Possession loss aversion entails greater sensitivity to items leaving (vs. entering) one’s possession Both types of loss aversion imply an endowment effect for attractive items, but PLA implies a reversal of the endowment effect for unattractive items “Why my mother never threw anything out” (Nayakankuppam Mishra, 2005, JCR) The Effect of product freshness on consumption The Effect of Mere Touch on Perceived Ownership (Peck Shu, JCR, 2009) Merely touching an object results in an increase in perceived ownership of that object 人类本能地惧怕损失 免费的真正诱惑力是消除任何惧怕心理, 提升正面情感 互惠原理 以某种方式回报他人为我们做的一切（消除负债感） 免费的东西让我们花更多的钱 超市里的免费品尝 亚马逊的促销：“购书超过30美元邮寄免费”（法国分店的错误） 买房中的免费赠送：阳台、花园、房顶…… JMS Conference, Beijing 2005 * JMS Conference, Beijing 2005 * JMS Conference, Beijing 2005 * JMS Conference, Beijing 2005 * JMS Conference, Beijing 2005 * JMS Conference, Beijing 2005 * JMS Conference, Beijing 2005 * Behavioral Decision Making Management Wisdom 贾建民 2011.5 行为决策与管理智慧 是冷还是热？ 判断的相对性 冷 温 热 黄月亮还是蓝月亮？ 背景依赖 两人从其经纪人那里得到月度理财报告： A被告知其财富从400万下降到300万 B被告知其财富从100万上升到110万 今天谁感到更开心？ 人们更注重“变化”而不是“状态” 问题 1 问题