選擇、拒絕與解釋水平對吸引效果之影響

Selection, Rejection, and Construal Level on the Attraction Effect

廖彥宜(Yen-Yi Liao)

指導教授 ： 張重昭

國立臺灣大學/管理學院/商學研究所/博士(2016年)

https://doi.org/10.6342/NTU201610317

摘要

當在選擇組合中加入一個較差的選項，會增加相對優勢選項的選擇機率，此稱為吸引效果。本研究提出決策任務型態將影響吸引效果，由於人們通常會為自己的決定尋求合理化的解釋，在選擇任務下，人們傾向於關注選項的正面特徵來幫助自己選擇一個好的選項，較差選項的加入無疑地會突顯出相對優勢選項的正面特徵，因此會誘發較高的吸引效果；然而，在拒絕任務下，由於人們傾向於關注選項的負面特徵來避免得到較差的結果，較差選項在選擇組合中的表現是各項選擇中最差的，人們會首先刪除此較差選項而留下其他兩個互有優劣的選擇，故而減弱吸引效果的發生。另外，本研究認為決策任務型態與解釋水平對吸引效果有交互作用效果。在選擇任務下，吸引效果不受解釋水平高低而影響；在拒絕任務下，低解釋水平情境下的吸引效果會顯著低於高解釋水平情境。本研究中以三項實驗來檢驗所提出的假設，且研究結果均支持假設。

關鍵字

吸引效果 ； 任務型態 ； 解釋水平

並列摘要

The attraction effect refers to a situation in which adding an inferior alternative to a choice set increases the share of the relatively dominating alternative. This re-search posits that decision task type affect the attraction effect. People usually seek justification for their decisions. In a selection (or rejection) task, they are more likely to emphasize the positive (or negative) features of each option. The addition of an asymmetrically dominated decoy to a binary set of options undoubtedly provides an extra positive feature for the dominant option, and therefore induces a greater attrac-tion effect. Contrarily, in a rejection task condition, the decoy in the trinary set seems to be the worst option and would be eliminated first, and the remaining comparison is identical with the original binary condition. Therefore, the attraction effect may de-crease. Besides, the decision task type interacts with the construal level to affect the attraction effect. Specifically, a low construal level, compared with a high construal level, dampens the attraction effect to a greater extent in a rejection task than in a se-lection task. Results from three experiments support the proposed hypotheses.

並列關鍵字

Attraction effect ； Decision Task Type ； Construal Level

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