AMBIGUITY SEEKING IN MULTIATTRIBUTE DECISIONS - EFFECTS OF OPTIMISM AND MESSAGE FRAMING
AMBIGUITY SEEKING IN MULTIATTRIBUTE DECISIONS - EFFECTS OF OPTIMISM AND MESSAGE FRAMING
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DOI：
10.1002/bdm.3960070303
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发表时间：
1994-09-01
影响因子：
2
通讯作者：
CONNELL, BL
中科院分区：
文献类型：
--
作者：
BIER, VM;CONNELL, BL
本文研究了多属性决策情境下信息框架和人格变量对模糊偏好的影响。本科受试者对两种药物治疗之一与治疗效果的模糊概率相关的情景做出反应。概率要么是积极的，要么是消极的。受试者表明他们对一种治疗的偏好程度。被试的乐观，特质焦虑，健康控制点，认知结构的需要，和当前的情绪进行了测量。在两项独立的研究中，受试者在概率为正的情况下倾向于模棱两可，而在概率为负的情况下则对模棱两可持中立态度。此外，在这两项研究中，对于更乐观的受试者来说，在积极框架情景中对模糊性的偏好更大。模糊性寻求的意外发现可能与多属性决策与单属性决策中使用不同的决策策略有关。
This paper investigates the influence of message framing and personality variables on preferences over ambiguity in the context of multi-attribute decision scenarios. Undergraduate subjects responded to scenarios in which one of two medical treatments was associated with ambiguous probabilities of treatment effects. Probabilities were either positively or negatively framed. Subjects indicated their degree of preference for one treatment over the other. Subjects' optimism, trait anxiety, health locus of control, need for cognitive structure, and current mood were measured. In two separate studies, subjects preferred ambiguity when probabilities were positively framed, and were neutral toward ambiguity when probabilities were negatively framed. Also, in both studies the preference for ambiguity in positively framed scenarios was greater for more optimistic subjects. The unexpected finding of ambiguity seeking may be associated with the use of different decision strategies in multi-attribute versus single-attribute decisions.