价值与决策行为人的行为受什么影响-中正大学经济学系.PDFVIP

價值與決策行為 中正大學企管系 艾昌瑞 人的行為受什麼影響？ 1 What is Value?  Stable, evaluative beliefs that guide our preferences  Define right or wrong, good or bad  Defines what we “ought” to do to achieve our needs  Value system -- hierarchy of values Values 價值觀 價值觀是一種對行為或外在事物的長期穩定 判斷，具有內涵（content--重不重要）與強 度（intensity--多重要）的兩個面向。 2 The Importance of Values Judgment Content 對錯好壞的判斷 內涵是重要的 Stability Intensity 穩定性 重要的強度 價值觀… 呈現出一種 「對錯」「好壞」「喜惡」 的個人心智模式。 能左右知覺， 也影響態度與行為（道德行為）。 3 Ethical Values and Behavior  Ethics refers to the study of moral principles （道德原則）or values （價值 觀）that determine whether actions are right or wrong and outcomes are good or bad  Honesty/ethics is the most important characteristic that employees look for in a leader… The Decision-Making Process  The Classical Model-- a prescriptive approach based on the assumptions that the decision maker has all the necessary information and will choose the best possible solution response.  March Simon’s Administrative Model--a descriptive approach stressing that incomplete information, psychological and sociological processes, and the decision maker’s cognitive abilities affect decision making and that decision makers often choose satisfactory, not optimal, solutions. 4 Individual Decision Making  the rational-economic model  the administrative model  image theory Rational decisions are decisions tha