Explaining the discrepancy between intentions and actions: The case of hypothetical bias in contingent valuation
Explaining the discrepancy between intentions and actions: The case of hypothetical bias in contingent valuation
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DOI：
10.1177/0146167204264079
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发表时间：
2004-09-01
影响因子：
4
通讯作者：
Carvajal, F
中科院分区：
文献类型：
--
作者：
Ajzen, I;Brown, TC;Carvajal, F
通过将计划行为理论应用于条件价值评估，设计了一个实验来解释意图-行为差异。大学生（N = 160）在假设和真实的支付公投中投票，为奖学金基金贡献8美元。在假设的公投中，对支付意愿的高估不能归因于适度有利的潜在倾向。相反，这种假设性的偏见被解释为在假设的而不是真实的全民公决的背景下激活了更有利的信念和态度。通过使信念、态度和意图与真实的支付情况相一致，我们发现了一种纠正性的恳求来消除这种偏见。因此，当参与者受到纠正性的恳求时，计划行为理论对真实的报酬做出了更准确的预测。
An experiment was designed to account for intention-behavior discrepancies by applying the theory of planned behavior to contingent valuation. College students (N = 160) voted in hypothetical and real payment referenda to contribute $8 to a scholarship fund. Overestimates of willingness to pay in the hypothetical referendum could not be attributed to moderately favorable latent dispositions. Instead, this hypothetical bias was explained by activation of more favorable beliefs and attitudes in the context of a hypothetical rather than a real referendum. A corrective entreaty was found to eliminate this bias by bringing beliefs, attitudes, and intentions in line with those in the real payment situation. As a result, the theory of planned behavior produced more accurate prediction of real payment when participants were exposed to the corrective entreaty.