创业风险决策框架效应特征研究

心理与行为研究 ›› 2010, Vol. 8 ›› Issue (2): 106-112.

创业风险决策框架效应特征研究

段锦云^1,2,王重鸣³

1 苏州大学应用心理学研究所,苏州 215123;
2 苏州大学中国特色城镇化研究中心,苏州 215123;
3 浙江大学管理学院,杭州 310058

收稿日期:2009-05-08 出版日期:2010-06-20 发布日期:2015-01-20
作者简介:段锦云,男,苏州大学应用心理学研究所讲师,博士。Email: mgjyduan@hotmail.com。王重鸣,男,浙江大学管理学院教授,博士生导师。
基金资助:
本研究得到国家自然科学基金70902056项目,教育部人文社科09YJCZH087青年项目和苏州大学“211工程”三期重点项目的资助

THE STUDY OF THE CHARACTERISTICS OF ENTREPRENEURIAL RISKY DECISION-MAKING

Duan Jinyun^1,2,Wang Zhongming³

1 Institute of Applied Psychology, Soochow University, Suzhou 215123;
2 Key Research Institute of Education Ministry-Center for Chinese Urbanization Studies, Soochow University, Suzhou 215123;
3 College of Management, Zhejiang University, Hangzhou 310058

Received:2009-05-08 Online:2010-06-20 Published:2015-01-20

摘要/Abstract

摘要： 以创业风险决策为背景,以从事管理类工作的白领员工为被试,探讨了框架效应的表现特征。结果表明随着损益值的增加人们倾向保守,而随着概率水平的增加而偏好冒险,创业倾向高的个体更倾向冒险。框架效应并不出现在所有输赢描述决策情境中,它只出现在缺乏主导社会线索的模糊情况下。

关键词: 框架效应, 创业风险决策, 决策任务结构, 社会线索

Abstract: The structure of risky decision-making included payoff, probability and other social cues. Risky choice framing effect does not appear in any positive and negative framing risky decision-making scenario, and it is influenced by decision structure and only appears in ambiguous condition. We studied the characteristics of the entrepreneurial risky decision-making. The study designed two entrepreneurial scenarios, so as to testify the hypotheses repeatedly. The sample was based on administrative-kind job white collar. In order to prevent the contamination of participants, the study was divided into two parts. Experiment 1 was a 2(frame: win vs. lose)×(payoff: high, middle and low)design, and experiment 2 was designed as 2(frame: win vs. lose)×2(probability: 10% and 50%). The results showed that, people took more certain choices as the payoffs increased, and as the probability increased people were more prone to take the risky choice. Individuals with high entrepreneurial intention were prone to take more risks.

Key words: Framing effect, entrepreneurial decision-making, the structure of risky decision-making, social cue

中图分类号:

Q1:Q2B849: C93

段锦云,王重鸣. 创业风险决策框架效应特征研究[J]. 心理与行为研究, 2010, 8(2): 106-112.

Duan Jinyun,Wang Zhongming. THE STUDY OF THE CHARACTERISTICS OF ENTREPRENEURIAL RISKY DECISION-MAKING[J]. Studies of Psychology and Behavior, 2010, 8(2): 106-112.

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