CAJ | 학술논문

趋利避害是生物的本能。《管子·禁藏》云：夫凡人之情,见利莫能勿就,见害莫能勿避。＂两利相权取其重,两害相权取其轻＂是规范性决策理论的一基本原则。本研究以金钱作为奖赏或惩罚刺激,检验人们能否理性地遵循＂价值最大化＂原则。在实验中,主试以检查硬币生产年代的数目为由,让被试逐枚地感受两个金钱序列：10元硬币序列（由20枚五角硬币组成）和10.3元硬币序列（由20枚五角硬币和3枚一角硬币组成）,随后评定获得（或损失）各金钱序列的高兴（或不高兴）程度,并从中选择一金钱序列（与硬币等值的金钱）作为其奖赏（或惩罚）。实验为2（3枚一角硬币在序列首vs.3枚一角硬币在序列尾）×2（先检查10元硬币序列vs.先检查10.3元硬币序列）×2（损失vs.获得）三因素设计,每种条件随机分配15名商学院学生被试。结果表明,被试倾向选择获益少（10元）和损失多（-10.3元）的金钱序列;且获益大（10.3元）时高兴程度小,损失小（-10元）时不高兴程度大。这一结果意味着：＂聊＂并不胜于＂无＂,反而是＂无＂胜于＂聊＂。其中,伴随着违背价值最大化原则所产生的情感亦有悖逻辑。负性情感的引发一般有其＂逻辑正确＂的原因（如,无惠而不乐）;而引发本研究负性情感的原因实属＂逻辑错误＂（如,惠多而不乐）。这种不曾被定义而类似于＂冤＂的情感不仅见于个人,也见于民族、国家间的持续交往,值得进一步研究。
추리피해시생물적본능。《관자·금장》운：부범인지정,견리막능물취,견해막능물피。＂량리상권취기중,량해상권취기경＂시규범성결책이론적일기본원칙。본연구이금전작위장상혹징벌자격,검험인문능부이성지준순＂개치최대화＂원칙。재실험중,주시이검사경폐생산년대적수목위유,양피시축매지감수량개금전서렬：10원경폐서렬（유20매오각경폐조성）화10.3원경폐서렬（유20매오각경폐화3매일각경폐조성）,수후평정획득（혹손실）각금전서렬적고흥（혹불고흥）정도,병종중선택일금전서렬（여경폐등치적금전）작위기장상（혹징벌）。실험위2（3매일각경폐재서렬수vs.3매일각경폐재서렬미）×2（선검사10원경폐서렬vs.선검사10.3원경폐서렬）×2（손실vs.획득）삼인소설계,매충조건수궤분배15명상학원학생피시。결과표명,피시경향선택획익소（10원）화손실다（-10.3원）적금전서렬;차획익대（10.3원）시고흥정도소,손실소（-10원）시불고흥정도대。저일결과의미착：＂료＂병불성우＂무＂,반이시＂무＂성우＂료＂。기중,반수착위배개치최대화원칙소산생적정감역유패라집。부성정감적인발일반유기＂라집정학＂적원인（여,무혜이불악）;이인발본연구부성정감적원인실속＂라집착오＂（여,혜다이불악）。저충불증피정의이유사우＂원＂적정감불부견우개인,야견우민족、국가간적지속교왕,치득진일보연구。
Triggered by an observation that adding an additional small gain/loss can devalue an overall positive/negative evaluation,this research explores whether a monotonically increasing relationship between utility and value could be robust enough to survive a retrospective evaluation of monetary stimuli. Participants reviewed pairs of options that included one option that was a total of $10（20 × 50￠ coins） and another that was a total of $10.3（20 × 50￠ plus an additional 3 × 10￠） ,and then were asked to rate how pleasant if receiving an option＇s equivalent reward and how unpleasant if receiving the same amount of fine. A significant majority of participants preferred the smaller/larger option and rated it more pleasant/less unpleasant. This implies that ‘a little is not better than nothing’,but rather that ‘nothing can be better than a little’. A resentment-like feeling as a cause of the observed violation of a monotonically increasing relationship between monetary value and utility is also discussed.