The Framing of Buying Decisions
The Framing of Buying Decisions
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DOI：
10.1086/209115
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发表时间：
1987-12
影响因子：
7.2
通讯作者：
C. Puto
中科院分区：
文献类型：
--
作者：
C. Puto
行为决策理论的研究表明，人们使用参考点作为判断/比较决策方案价值的基础，但很少有研究讨论决策参考点是如何形成的。本文提出并实证论证了购买决策参考点形成过程的概念框架。框架中的基本概念得到了支持，由此产生的参考点被证明以符合前景理论的方式影响选择。
Research in behavioral decision theory suggests that people use reference points as the basis for judging/comparing the value of decision alternatives, but there has been little research addressing how decision reference points are formed. This paper posits and empirically demonstrates a conceptual framework of the reference point formation process for buying decisions. The basic concepts in the framework are supported, and the resulting reference points are shown to influence choice in a manner consistent with prospect theory.