再投资过程中承诺升级的抑制  

Control Method of the Escalation of Commitment in the Process of Reinvestment

作　　者：徐长江[1] 陈实[1] 张雪[1] 

机构地区：[1]浙江师范大学教师教育学院,金华321004

出　　处：《心理技术与应用》2017年第7期433-440,共8页Psychology(Techniques and Applications)

基　　金：教育部人文社会科学研究规划基金项目"教师情绪劳动的结构影响与应用"(11YJA880124)

摘　　要：承诺升级是指投资者在先前的投资中收到负向反馈时,仍然向该投资项目投入资源的现象。自我辩解理论、自我表现理论以及前景理论对其产生的心理机制进行了解释。个体的人格、情绪、认知,投资项目的初始责任、沉没成本、决策风险以及外部压力、客观目标、文化等情境因素都会对投资过程中的承诺升级产生影响。投资者有必要了解承诺升级的机制与影响因素,积极调整自己的心态,明确投资目标,全面收集信息,尽可能做到理性决策,避免承诺升级。Escalation of commitment refers to the phenomenon that investors still invest resources in the previous invest- ment even when the feedback is negative. Self-justification theory, self-presentation theory and prospect theory pro- vide the explanations for this phenomenon. Many factors such as personality, emotion and cognition of investors, ini- tial liability, sunk cost and risk of decision-making in investment projects as well as the external pressure, objec- tives, and cultural context all have impact on the escalation of commitment. It is important for investors to under- stand the mechanism and impact of the escalation of commitment, properly adjust their mindset, identify investment objectives and collect comprehensive information so as to avoid escalation of commitment and make a more rational decision.

关 键 词：再投资 承诺升级 影响因素 控制手段 

分 类 号：B849[哲学宗教—应用心理学]