時間距離對損失趨避、極端趨避及規避決策影響之研究

The effect of temporal distance on loss aversion、extremeness aversion and no-choice.

陳煜文(Yu-Wen Chen)

指導教授 ： 吳佩勳

國立臺中科技大學/商學院/企業管理系事業經營碩士班/碩士(2012年)

摘要

無資料

關鍵字

時間距離 ； 損失趨避 ； 極端趨避 ； 強迫選擇 ； 規避決策

並列摘要

Recent decision research has found the presence of loss aversion and extremeness aversion in choice. Past researches concerning consumer preferences mostly address forced choices. However, the consumers do have one more choice – no-choice on the current proposal. The temporal distance has been explored in construal level theory, but past studies didn’t take into account the effects that temporal distance poses on loss aversion, extremeness aversion and no-choice. Therefore, the subject which Study 1 is trying to explore is the effects of temporal distance on loss aversion, and the study will verify that when the temporal distance is shorter, the choice would be the proposal with fewer losses. When the temporal distance is longer, however, the proposal with more gains would be chosen. Study 2 aims at exploring the effects temporal distance has on extremeness aversion and verifying that when the temporal distance is shorter, the all-average option would be chosen at a higher percentage than the extremeness option, while the temporal distance is longer, the extremeness option would be higher than the all-average option. Study 3 will explore the effects temporal distance has on no-choice and verify that when the extremeness option and no-choice are both available and when the temporal distance is shorter, a higher percentage of choices would go to no-choice. On the other hand, when the temporal distance is longer, the percentage for choosing no-choice would be lower. The present research also discussed the theoretical and practical implications derived from the research results.

並列關鍵字

Temporal Distance ； Loss Aversion ； Extremeness Aversion ； Forced Choice ； No-Choice

參考文獻

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