Decision Making under "Probable Mental"

• Main Authors: Liu -Yi, 劉倚定
• Other Authors: Lin-Chien Huang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/01401852503641523123

碩士 === 國立中央大學 === 企業管理研究所 === 97 === In the behavioral economics field, Ariely, and Wallsten (1995); Simonson and Tversky (1992) have proposed that decision makers in the different choice set will have different subjective judgment, in the same objective stuff, such as the extremeness aversion and the asymmetric dominance effect. Therefore, this paper hypothesizes that one invalid promotional campaign (discount, coupon et.) will affect how a product is judged subjectively. In other words, some mental states like “ if I were there” or “if I would buy more” would actually affect the irrational behavior. This can be called as “probable loss”. This thesis thereafter proposes and examines several psychological antecedents of the effect, such as “probable loss by time, “probable gain” and “probable signal”.