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題名:應用眼動儀於決策偏誤與資訊注意力之研究
作者:許瓊文 引用關係
作者(外文):Chiung-Wen Hsu
校院名稱:國立中山大學
系所名稱:資訊管理學系研究所
指導教授:郭峰淵
學位類別:博士
出版日期:2007
主題關鍵詞:決策偏誤框架效應認知歷程眼動儀知覺歷程資訊注意力decision biasframing effecteye-trackinginformation attentionperceptual processcognitive process
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本研究目的為探討決策偏誤下,決策者的資訊注意力;此外,加入決策者個人特質(認知需求、數學能力)以及外在環境(深度思考)的探討,深入討論決策者資訊注意力的動態變化。本研究對於決策資訊注意力的探究主要基植於Kahneman 和Tversky (1979)所提出的展望理論(Prospect Theory)與Fiske和Neuberg (1990)的印象形成理論( Impression Formation Theory ),在此兩項理論的導引下,探究決策者在框架偏誤下的資訊注意力。有關資訊注意力的衡量,本研究使用眼動儀(500 Hz EyeLink II)記錄決策者眼動情況。
研究結果發現,正負框架會影響決策者產生框架效應,而決策者的認知需求能力與數學能力不會對框架效應產生調節的效果,此外,決策者進入深度思考後,其框架效應仍不會降低。在資訊注意力方面,決策者投注較多的資訊注意力在負向框架問題上;高認知需求的決策者需要負向框架以及深度思考的驅動,其資訊注意力才會較低認知需求者為多;另外,有關機率與結果區域的注意力方面,在正向框架下,高數學能力的決策者較低數學能力的決策者有較多的機率與結果區域注意力,然而在負向框架下,則無此差異;最後,本研究發現資訊注意力與框架效應無直接關係。此研究結果能解開決策者心靈黑盒子之謎,以更豐富過去傳統的決策偏誤研究結果。
Based on the Prospect Theory by Kahneman and Tversky (1979) and the Impression Formation Theory by Fiske and Neuberg (1990), this research examines decision makers’ information attention for subjects who are required to judge under framing. The eye-tracking technology is applied to evaluate decision makers’ information attention. The results indicate that, as predicted by the Prospect Theory, the effect of framing is observed in both positive and negative framed conditions. Overall, the study finds that subjects in negative frames exert more effort in information attention than those in positive frames. Concerning the effect of the need for cognition (NC) trait in negative framing conditions, the finding shows that subjects who have a higher level of NC exert more effort in information attention than the low NC subjects. In addition, subjects with high a higher level of math ability focus exert more attentional effort on possible outcomes and probabilities in positive framing but not in negative framing. Finally, the result shows that there is no relationship between information attention and the framing effect, indicating that the framing effect is resilient to the influence of information attention effort induced by both the personality traits like NC and the mechanism like deep thought. Collectively, these results pave the way for future research to study cognitive processes under framing so that we can understand how different information representations may increase or lessen the effect of framing.
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