Heath C, Larrick R P, Wu G
Fuqua School of Business, Duke University, Durham, NC 27708, USA.
Cogn Psychol. 1999 Feb;38(1):79-109. doi: 10.1006/cogp.1998.0708.
We argue that goals serve as reference points and alter outcomes in a manner consistent with the value function of Prospect Theory (Kahneman & Tversky, 1979; Tversky & Kahneman, 1992). We present new evidence that goals inherit the properties of the value function-not only a reference point, but also loss aversion and diminishing sensitivity. We also use the value function to explain previous empirical results in the goal literature on affect, effort, persistence, and performance.
我们认为，目标作为参照点，并以与前景理论的价值函数相一致的方式改变结果（Kahneman和Tversky，1979年；Tversky和Kahneman，1992年）。我们提出了新的证据，表明目标继承了价值函数的特性——不仅是一个参照点，还包括损失厌恶和敏感性递减。我们还使用价值函数来解释目标文献中先前关于情感、努力、坚持和表现的实证结果。
