CAJ | 학술논문

研究目的：探讨“易得性启发式”对风险决策认知过程的影响，以及“易得性启发式”与决策框架相互作用下的风险投资行为特点。方法：采用2×2×7混合实验设计和情境实验。结果：成功结果的“易得性启发式”导致对风险决策问题采用自上而下加工，失败结果为自下而上加工；成功结果时投资倾向为风险趋向，失败结果为风险规避；“易得性启发式”与决策框架共同影响风险投资倾向。结论：“易得性启发式”影响风险决策的认知加工过程，并与决策框架对风险投资倾向产生交互作用。
연구목적：탐토“역득성계발식”대풍험결책인지과정적영향，이급“역득성계발식”여결책광가상호작용하적풍험투자행위특점。방법：채용2×2×7혼합실험설계화정경실험。결과：성공결과적“역득성계발식”도치대풍험결책문제채용자상이하가공，실패결과위자하이상가공；성공결과시투자경향위풍험추향，실패결과위풍험규피；“역득성계발식”여결책광가공동영향풍험투자경향。결론：“역득성계발식”영향풍험결책적인지가공과정，병여결책광가대풍험투자경향산생교호작용。
Availability Heuristic （AH） implies that people make decision on the basis of the heuristics of availability. Kahneman （1973） indicated that availability is a useful clue for assessing frequency or probability, but it is affected by factors other than frequency and probability. He demonstrated that imaginability plays an important role in the evaluation of probabilities in real life situations. The risk involved in an adventurous expedition, for example, is evaluated by imagining contingencies with which the expedition is not equipped to cope. If many such difficulties are vividly portrayed, the expedition can be made to appear exceedingly dangerous, although the ease with which disasters are imagined need not reflect their actual likelihood. Conversely, the risk involved in an undertaking may be grossly undexestimated if some possible dangers are either difficult to conceive of, or simply do not come to mind. Schwarz and Vaughn （2002） indicated that the ease of retrievability from the memory can easily induce the availability heuristic in consumer decision making. Gigerenzer etc. （2002） found that availability has repeatedly been invoked to explain various phenomena for instance, why the purchase of earthquake insurance rises after a quake, why personal experience distorts crime risk perception, or more generally why ＂people disproportionately weigh salient, memorable, or vivid evidence even when they have better sources of information＂. Till recently, most of the studies about availability heuristic and risky decision making have focused on the influence of availability heuristic on the outcome of decision - making, but rarely consider the influences of availability heuristic on the cognitive process of decision - making. This paper investigated the influence of availability heuristic on the cognitive processes of risk decision making, and the characteristics of decision makers＇ risk investment behavior under the interaction between availability hemqstic and decision frame. Undergraduate students of Jinan University, 69 males and 64 females, participated in the investigation. The experiment materials were AH situational questionnaire for inducement, problem space questionnaire, and risky decision- making questionnaire. A 2 x 2 ~ 7 three-factor combined experiment design was applied. We found （1） Different results of the ＂availability heuristic＂ to different ways of information processing in risk decision making. The availability heuristic based on successful outcomes made people use a bottom-up processing way to process the decision problems, and the availability heuristic based on frustrated outcomes induced a top-down processing way; （2） the availability heuristic based on successful outcomes induced risk-trend, while the availability heuristic based on frustrated outcomes to risk-avoiding （3） the availability heuristic and decision frame had interaction on the tendency of risk decision making. Conclusion： As a decision heuristic, availability not only influences on outcome of decision making but also on the cognitive process of decisionmaking. Furthermore, availability heuristic and decision frame have interaction effect in risk decision making.