消费者行为学 第2版 英文ppt ch11tc.pptVIP

Slide 1 Chapter 11Behavioral Decision Theory © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part. Slide 2 CHAPTER OBJECTIVES Objective 1—Explain expected value theory and how the framing effect violates this theory. Objective 2—Develop marketing strategies for segregating gains and aggregating losses. Objective 3—Explain several different ways preference reversals can occur. Objective 4—Define singular evaluation and comparative evaluation. Objective 5—Analyze the pros and cons of selective thinking. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part. Slide 3 EXPECTED UTILITY THEORY Gambles have two components: 1. Probability, p 2. Value, v The expected value of a gamble (EV) = p x v The expected value of a gamble that offers a 25% chance of winning $100 = $25 © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part. Slide 4 EXPECTED UTILITY THEORY Dominance Principle—alternative gambles can be ranked from best to worst in terms of expected value. Cancelation—stages of gambles should cancel out if they are identical for two gambles. 3. Transitivity—preferences should be transitive, i.e., if you prefer A to B and B to C, then you must prefer A to C. 4. Invariance—Preference should remain invariant or stable, no matter how choices are described. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part. Slide 5 FRAMING EFFECTS Problem You are the administrator of a hospital preparing for a flu epidemic that is expected to kill 600 people. Your staff has developed two programs to combat the flu, but you