Yaniv I, Kleinberger E
Hebrew University of Jerusalem, Israel
Organ Behav Hum Decis Process. 2000 Nov;83(2):260-281. doi: 10.1006/obhd.2000.2909.
Our framework for understanding advice-taking in decision making rests on two theoretical concepts that motivate the studies and serve to explain the findings. The first is egocentric discounting of others' opinions and the second is reputation formation for advisors. Advice discounting is attributed to differential information, namely, the notion that decision makers have privileged access to their internal reasons for holding their own opinion, but not to the advisors' internal reasons. Reputation formation is related to the negativity effect in impression formation and to the trust asymmetry principle. In three studies we measured decision makers' weighting policy for advice and, in a fourth study, their willingness to pay for it. Briefly, we found that advice is discounted relative to one's own opinion, while advisors' reputations are rapidly formed and asymmetrically revised. The asymmetry implies that it may be easier for advisors to lose a good reputation than to gain one. The cognitive and social origins of these phenomena are considered. Copyright 2000 Academic Press.
我们用于理解决策过程中接受建议的框架基于两个理论概念，这两个概念推动了相关研究，并有助于解释研究结果。第一个概念是对他人意见的自我中心折扣，第二个概念是建议者的声誉形成。建议折扣归因于信息差异，即决策者能够优先获取自己持有某种观点的内在原因，却无法了解建议者的内在原因。声誉形成与印象形成中的负面效应以及信任不对称原则有关。在三项研究中，我们测量了决策者对建议的加权策略，在第四项研究中，我们测量了他们为建议付费的意愿。简而言之，我们发现相对于自己的意见，建议会被折扣，而建议者的声誉则会迅速形成且不对称地被修正。这种不对称意味着建议者失去良好声誉可能比获得声誉更容易。我们还考虑了这些现象的认知和社会根源。版权所有2000年学术出版社。
