EXPRESSION THEORY AND THE PREFERENCE REVERSAL PHENOMENA
EXPRESSION THEORY AND THE PREFERENCE REVERSAL PHENOMENA
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DOI：
10.1037/0033-295x.94.2.236
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发表时间：
1987-04-01
影响因子：
5.4
通讯作者：
EINHORN, HJ
中科院分区：
文献类型：
--
作者：
GOLDSTEIN, WM;EINHORN, HJ
偏好反转现象指的是，选择赌博A而不是选择B的人卖出A的要价通常低于B。然而，之前的研究混淆了判断和选择与用于表达偏好的反应量表(例如，以美元计算的价格与吸引力评级)。当这些因素在2×2设计中交叉时，六对偏好逆转是可能的。实验一表明，所有这些反转都存在于单结果赌博中，因此存在偏好反转现象。然后，我们发展了表达式理论来解释结果。该理论假设对赌博的基本评价是通过主观内插过程在不同的尺度上表达的。这一过程涉及将公用事业比额表上的比例调整与价格表和差饷比额表上的比例调整相匹配。建立了一个定量模型，既能解释各种反转的幅度，也能说明反转的方向。在实验2中，该模型正确地预测到，通过两种结果的赌博，逆转的力量被削弱了。尽管如此，六个逆转中的五个仍然意义重大。在实验3中，我们展示了经验上的显性违反，并且结果与表达理论相一致。在实验4中，该模型用于根据价格预测评级，反之亦然。然后，我们讨论了表达理论背后的心理假设，以及该模型对决策和非决策环境的一般性。
The preference reversal phenomenon refers to the fact that people who choose gamble A over B often ask for less money to sell A than B. However, previous research has confounded judgment versus choice with the response scale used to express preference (eg, prices in dollars vs. ratings of attractiveness). When these factors are crossed in a 2× 2 design, six pairs of preference reversals are possible. Experiment 1 demonstrates that all of these reversals exist in one-outcome gambles; hence, there are preference reversal phenomena. We then develop expression theory to account for the results. The theory assumes that the basic evaluation of a gamble is expressed on various scales via a subjective interpolation process. This process involves the matching of proportional adjustments on the utility scale to proportional adjustments on the price and rating scales. A quantitative model is developed that accounts for both the magnitude and direction of the various reversals. In Experiment 2, the model correctly predicts that the strength of reversals is weakened using two-outcome gambles. Nevertheless, five of the six reversals are still significant. In Experiment 3, empirical violations of dominance are demonstrated and the results are shown to be consistent with expression theory. In Experiment 4, the model is used to predict ratings from prices and vice versa. We then discuss the psychological assumptions underlying expression theory and the generality of the model to both decision and non-decision-making contexts.