过多选择效应:概念演化、发生前提及行为决策机制

The Effect of Too Much Choice:Concept Evolvement, Premises and Behavioral Decision-Making Mechanism

中文关键词:  过多选择效应  行为决策  有限理性  目标导向  前瞻性情绪

英文关键词:effect of too much choice  behavioral decision  bounded rationality  goal orientation  forward-looking emotion

中文摘要:

      过多选择效应是个体在面对较大选择集时所产生的心理反应及行为表现的总称,是行为人决策有限理性的反映与结果,其发生有无差异性、信息不完备及目标导向三个前提。其中,无差异会导致感知相似性,信息不完备会导致个体无法开展全面判断,二者共同决定了决策困难和认知冲突,而目标导向则会导致个体产生焦虑与后悔等前瞻性情绪。当决策为无目标导向时,无论是认知还是情绪反应都会导致延迟选择；反之,即使出现强烈的负面反应,出于完成任务的需要,个体仍会做出决策,且决策后的负性心理依然存在,即焦虑和预期后悔并未消除。未来可结合目标导向型决策理论及行为决策理论,对这一效应引发的情绪、认知及行为的互动开展更为系统的研究。

英文摘要:

      The effect of too much choice is a term used to outline psychological and behavioral reactions occurring while a behaviorist is faced with a larger selection set. As a result of bounded rationality, when this effect happens, there must be three premises including no difference, incomplete information and goal orientation, while no difference will result in perceived similarity, and incomplete information will lead to the inability to make a comprehensive judgment. In fact, the first two premises can be combined to cause decision-making difficulty and cognitive conflict, while goal orientation will bring about forward-looking emotions such as anxiety, regret, etc. If a decision-making is not looked as a goal-oriented task, both cognitive and emotional responses can result in choice deferral. Conversely, even if strong negative responses emerge, individuals will still make decisions for fulfilling the task. However, the negative mental status will exist even after the decision-making. That is to say, anxiety and anticipated regret have not been eliminated. In the future, goal-oriented decision theory and behavioral decision theory can be united to conduct more systematic studies on the interaction of emotion, cognition and behavior caused by the effect of too much choice. 