Ariely Dan, Norton Michael I
Duke University, One Towerview Road, Durham, NC 27708, USA.
Trends Cogn Sci. 2008 Jan;12(1):13-6. doi: 10.1016/j.tics.2007.10.008. Epub 2007 Dec 11.
The neo-classical economics view that behavior is driven by - and reflective of - hedonic utility is challenged by psychologists' demonstrations of cases in which actions do not merely reveal preferences but rather create them. In this view, preferences are frequently constructed in the moment and are susceptible to fleeting situational factors; problematically, individuals are insensitive to the impact of such factors on their behavior, misattributing utility caused by these irrelevant factors to stable underlying preferences. Consequently, subsequent behavior might reflect not hedonic utility but rather this erroneously imputed utility that lingers in memory. Here we review the roles of these streams of utility in shaping preferences, and discuss how neuroimaging offers unique possibilities for disentangling their independent contributions to behavior.
新古典经济学观点认为，行为由享乐效用驱动并反映享乐效用，但心理学家展示的一些案例对这一观点提出了挑战。在这些案例中，行动不仅揭示偏好，还创造偏好。按照这种观点，偏好常常是即时构建的，容易受到转瞬即逝的情境因素影响；问题在于，个体对这些因素对其行为的影响不敏感，将这些无关因素导致的效用错误地归因于稳定的潜在偏好。因此，随后的行为可能反映的不是享乐效用，而是这种残留在记忆中的错误归因的效用。在此，我们回顾了这些效用流在塑造偏好过程中的作用，并讨论神经成像如何为区分它们对行为的独立贡献提供独特的可能性。
