框架效应的应用研究及其应用技巧  

Applied research on framing effect and related techniques

作　　者：李晓明[1,2] 谭谱 LI Xiao-Ming;TAN Pu(Cognition and Human Behavior Key Laboratory of Hunan Province;Department of Psychology,Hunan Normal University,Changsha 410081,China)

机构地区：[1]湖南师范大学认知与人类行为湖南省重点实验室 [2]湖南师范大学心理系,长沙410081

出　　处：《心理科学进展》2018年第12期2230-2237,共8页Advances in Psychological Science

基　　金：湖南省哲学社会科学基金(13YBA220)资助

摘　　要：个体的决策及偏好常会因信息的表达方式而变,研究者将这种违背期望效用理论不变性的现象称之为"框架效应"。框架效应体现了人类非理性决策的普遍性,也为合理利用人类的决策特点以干预其决策行为提供了重要契机。本文总结了框架效应在健康行为、市场营销及环保领域中的应用研究,着重分析了数量信息的表达技巧,如风险信息的呈现、数量单位的选择以及图形的物理属性设计,旨在探讨如何在实践过程中通过变化信息呈现方式以实现对人类决策行为的重要影响。Individuals’ decision-making and preferences often change as the way how information is expressed, which is obviously contrary to the invariance principle of expected utility theory, and it is called ＂framing effect＂. Framing effect is a kind of universal decision-making phenomenon that reflects human irrationality, but it also provides an important opportunity for practitioners to consider how to make good use of the characteristics of human decision-making to intervene their decision-making behavior. This paper focused on the application researches of framing effect in health behavior, marketing, and environmental protection. It also discussed the presentation skills of quantitative information, such as the selection of quantitative units, the presentation of risk information and the design of graphical attributes, and aimed at exploring how to manipulate the information presentation to influence human decision-making behavior.

关 键 词：框架效应 图形框架效应 损失框架 收益框架 信息表征 

分 类 号：B849[哲学宗教—应用心理学] C91[哲学宗教—心理学]