Shafir E
Department of Psychology, Princeton University, NJ 08544.
Mem Cognit. 1993 Jul;21(4):546-56. doi: 10.3758/bf03197186.
A previously unobserved pattern of choice behavior is predicted and corroborated. In line with the principle of compatibility, according to which the weighting of inputs is enhanced by their compatibility with output, the positive and negative dimensions of options (their pros and cons) are expected to loom larger when one is choosing and when one is rejecting, respectively. Subjects are presented with pairs of options, one of which--the enriched option--has more positive as well as more negative dimensions than does the other, impoverished, option. Because positive dimensions are weighted more heavily in choosing than in rejecting, and negative dimensions are weighted more heavily in rejecting than in choosing, the enriched option tends to be chosen and rejected relatively more often than the impoverished option. These findings are extended to nonbinary decision problems, and their implications for the rational theory of choice and for everyday decisions are discussed.
一种此前未被观察到的选择行为模式得到了预测和证实。根据兼容性原则，即输入的权重会因其与输出的兼容性而增强，在选择和拒绝时，选项的积极和消极维度（其优点和缺点）预计会分别显得更为突出。向受试者呈现成对的选项，其中一个——丰富选项——比另一个贫瘠选项具有更多的积极维度和更多的消极维度。由于积极维度在选择时比在拒绝时权重更大，而消极维度在拒绝时比在选择时权重更大，丰富选项往往比贫瘠选项被选择和拒绝的频率相对更高。这些发现被扩展到非二元决策问题，并讨论了它们对理性选择理论和日常决策的影响。
