No description available.

When making decisions, consumers often do not follow principles of normative economic theories but those of behavioral ones. Framing effect – one of the most robust phenomena in behavioral research – has been found to influence consumers’ choices and judgment in purchase decisions. In price promotion practices, however, it is not well understood whether framing a product replacement purchase as a trade-in or an upgrade affects consumers’ purchase decision making process. This dissertation research aims to explore the trade-upgrade framing effect on product replacement purchase decisions and to examine the mechanisms through which such effect manifests itself. The results have demonstrated that consumers prefer a price promotion framed as upgrade to a financially equivalent one framed as trade-in, especially when the upgrade promotion is presented after the trade-in one. Furthermore, the framing effect and order effect are mediated by affect and influenced by cognitive focus, semantic cues, and systematic processing. The theoretical and practical implications are discussed at the end. / Business Administration/Marketing

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Na busca por entender de que forma profissionais de contabilidade estão analisando e repassando informações, o objetivo geral do trabalho é mostrar o processo de decisão em ambiente contábil sob a ótica da Teoria dos Prospectos, buscando demostrar que as decisões, são baseadas principalmente em julgamentos, contribuindo para consciência das imperfeições dos julgamentos e decisões. O objetivo específico é testar de que forma os efeitos Framing, e Certeza podem moldar uma tomada de decisão dentro do ambiente contábil. Sendo uma pesquisa descritiva, aplicou-se questionário estruturado e não disfarçado à profissionais da área de Contabilidade. O questionário foi dividido em dois tipos (I e II), dividindo assim o campo dos ganhos e das perdas. Procurou-se através da análise do resultado dos questionários evidenciar o impactos dos efeitos nesses profissionais. Dentre o resultado, pode-se constatar que de maneira geral as questões que envolvem certeza no campo dos ganhos são as mais procuradas entre os respondentes. É possível identificar a presença do Efeito Framing. Em relação ao gênero, é possível identificar maior impacto do Efeito Framing nos homens que nas mulheres. Os Efeitos Certeza e Pseudocerteza se fazem presentes em ambos os gêneros o que demostra certa cautela frente a tomada de decisão. Através desse estudo buscou-se auxiliar os decisores na tarefa de repensar seus atuais processos de tomada de decisão, por meio da conscientização de que são dotados de uma racionalidade limitada e que seus julgamentos são passivos de desvios. / In seeking to understand how accounting professionals are analyzing and transmitting information, the aim of this work is to show the decision-making in accounting environment from the perspective of Prospect Theory, seeking to demonstrate that decisions are based primarily on judgments, contributing to awareness of the imperfections of the judgments and decisions. The specific objective is to test how the effects Framing, and Certainty can shape decision-making within the accounting environment. As a descriptive study, we applied a structured questionnaire and did not disguise the accounting professionals. The questionnaire was divided into two types (I, II), thus dividing the field of gains and losses. Was sought by examining the results of the questionnaires show the impact of these effects professionals. Among the results, one can see that in general the issues involved in the field of sure gains are the most sought after among the respondents. You can identify the presence of Framing Effects. Regarding gender, it is possible to identify the greatest impact Framing Effect in men than in women. The Effect Certainty are present in both sexes which demonstrates caution before making a decision. Through this study we sought to assist decision makers in the task of rethinking their current decision-making processes, through the awareness that they are endowed with a bounded rationality and that their judgments are passive deflections.

Existing research investigating human judgment and decision making describes patterns of systematic biases in the way people process information and make decisions. Framing effects, for example, demonstrate that logically equivalent alternatives presented in divergent linguistic frames can lead to systematically different choice outcomes; in general, people demonstrate a preference for risk-averse behaviour when information is framed positively and risk-seeking behaviour when information is framed negatively. Similarly, the status quo bias describes a tendency for decision makers to maintain current or previous decisions when confronted with the availability of new options, demonstrating that people possess a predisposition to continue with established behaviour. This research proposes that the goals a decision maker adopts and the hedonic tone of the stimulus being evaluated influence whether framing effects are observed; similarly, the past performance of the status quo and complexity of available options influence whether participants exhibit a preference for the status quo. Using a survey-based experimental methodology, the aforementioned propositions are investigated by systematically manipulating characteristics of decision problems in order to reveal the mechanisms which influence the emergence of framing effects and the status quo bias. The results demonstrate that when positive goals or stimuli are emphasized, usual framing effects are observed; that is, participants demonstrate a preference for risk-averse behaviour in the positive frame and risk-seeking behaviour in the negative frame. Conversely, when negative goals or stimuli are emphasized, participants fail to demonstrate the expected shift in risk-preference. Past performance and complexity of the available alternatives are also shown to influence preference for the status quo; specifically, participants demonstrate greater preference for the status quo when past performance is strong compared to when it is weak, and when the number of available options is low compared to when it is high. The findings of this research improve our understanding of how contextual factors influence shifts in preference and the emergence of decision making biases; moreover, the current research demonstrates the need for future research to consider the influence of situational and contextual factors when investigating decision making in particular and human behaviour in general.

Existing research investigating human judgment and decision making describes patterns of systematic biases in the way people process information and make decisions. Framing effects, for example, demonstrate that logically equivalent alternatives presented in divergent linguistic frames can lead to systematically different choice outcomes; in general, people demonstrate a preference for risk-averse behaviour when information is framed positively and risk-seeking behaviour when information is framed negatively. Similarly, the status quo bias describes a tendency for decision makers to maintain current or previous decisions when confronted with the availability of new options, demonstrating that people possess a predisposition to continue with established behaviour. This research proposes that the goals a decision maker adopts and the hedonic tone of the stimulus being evaluated influence whether framing effects are observed; similarly, the past performance of the status quo and complexity of available options influence whether participants exhibit a preference for the status quo. Using a survey-based experimental methodology, the aforementioned propositions are investigated by systematically manipulating characteristics of decision problems in order to reveal the mechanisms which influence the emergence of framing effects and the status quo bias. The results demonstrate that when positive goals or stimuli are emphasized, usual framing effects are observed; that is, participants demonstrate a preference for risk-averse behaviour in the positive frame and risk-seeking behaviour in the negative frame. Conversely, when negative goals or stimuli are emphasized, participants fail to demonstrate the expected shift in risk-preference. Past performance and complexity of the available alternatives are also shown to influence preference for the status quo; specifically, participants demonstrate greater preference for the status quo when past performance is strong compared to when it is weak, and when the number of available options is low compared to when it is high. The findings of this research improve our understanding of how contextual factors influence shifts in preference and the emergence of decision making biases; moreover, the current research demonstrates the need for future research to consider the influence of situational and contextual factors when investigating decision making in particular and human behaviour in general.

Darbo problema: esant nuolatiniai būtinumui apdoroti vis didesnius informacijos kiekius, formuluojant ir sprendžiant sudėtingas problemas, žmogaus protas dažnai nebepajėgia patenkinti visų racionalumo reikalavimų, ir daug pasaulio sprendimų priimami nesilaikant racionalumo prielaidų. Visokeriopos gerovės išlaikymas ar kūrimas reikalauja objektyvumo, nešališkumo. Svarbu įvertinti, kas lemia invariantiškumo principo pažeidimus ir kitus kognityvinius poslinkius. Darbo tikslas - įvertinti racionalumo principų pažeidimų priimant sprendimus ryšį su skirtingu grupės dydžiu (užduotyje minimu žmonių skaičiumi), statusu organizacijoje ir kognityviniu (sprendimų priėmimo) stiliumi. Naudotos tyrimo metodikos: 1. Formulavimo poveikio stiprumui skirtingo dydžio grupėse įvertinti naudota modifikuota Tversky, Kahneman (1981) Azijietiškos ligos problema. 2. Siekiant nustatyti skirtingo organizacinio statuso asmenų jautrumą formulavimo poveikiui buvo naudota Tversky, Kahneman (1981) lošimų problema. 3. Dominuojančiam sprendimų priėmimo stiliui nustatyti naudotas Scott, Bruce (1995) GDMS (General Decision – Making Style) klausimynas. 4. Veidrodinio atspindžio efektui įvertinti skirta Kahneman, Tversky (1979) lošimo problema. 5. Invariantiškumo principo pažeidimų dydžiui įvertinti buvo naudota Frisch (1993) „Važiavimo į kitą parduotuvės filialą dėl nuolaidos“ situacija, Tversky, Kahneman (1981) „Bilieto pirkimo antrą kartą“ situacija, Goldstein, Einhorn (1987)... [toliau žr. visą tekstą] / Problem of work: given the ever-present necessity to process increasingly more information, when formulating and solving complicated problems the human mind often fails to meet all the requirements of rationality, and many decisions in the world are, therefore, made without observing the prerequisites of rationality. Maintaining or creating any kind of welfare requires objectiveness and impartiality. It is important to take into account what determines the violations of invariantability principle and other cognitive biases. The purpose of work is to assess the relationship of rationality principles’ violation, when making the decision, with the different group size (number of people specified in the problem), status in the organization and cognitive (decision-making) style. Research methodologies used: 1. For the assessment of framing effect in groups of different size, modified Asian disease problem of Tversky and Kahneman (1981) was used. 2. For the establishment of sensitivity of individuals of different organizational status to the framing effect, Tversky and Kahneman’s (1981) gamble problem was applied. 3. Scott and Bruce’s (1995) GDMS (General Decision – Making Style) questionnaire was used to determine the dominating decision-making style. 4. The reflection effect was assessed according to Kahneman and Tversky’s (1979) gamble problem. 5. Frisch’s (1993) “Going to another affiliate of the store to get the discount” situation and Tversky and... [to full text]

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Na busca por entender de que forma profissionais de contabilidade estão analisando e repassando informações, o objetivo geral do trabalho é mostrar o processo de decisão em ambiente contábil sob a ótica da Teoria dos Prospectos, buscando demostrar que as decisões, são baseadas principalmente em julgamentos, contribuindo para consciência das imperfeições dos julgamentos e decisões. O objetivo específico é testar de que forma os efeitos Framing, e Certeza podem moldar uma tomada de decisão dentro do ambiente contábil. Sendo uma pesquisa descritiva, aplicou-se questionário estruturado e não disfarçado à profissionais da área de Contabilidade. O questionário foi dividido em dois tipos (I e II), dividindo assim o campo dos ganhos e das perdas. Procurou-se através da análise do resultado dos questionários evidenciar o impactos dos efeitos nesses profissionais. Dentre o resultado, pode-se constatar que de maneira geral as questões que envolvem certeza no campo dos ganhos são as mais procuradas entre os respondentes. É possível identificar a presença do Efeito Framing. Em relação ao gênero, é possível identificar maior impacto do Efeito Framing nos homens que nas mulheres. Os Efeitos Certeza e Pseudocerteza se fazem presentes em ambos os gêneros o que demostra certa cautela frente a tomada de decisão. Através desse estudo buscou-se auxiliar os decisores na tarefa de repensar seus atuais processos de tomada de decisão, por meio da conscientização de que são dotados de uma racionalidade limitada e que seus julgamentos são passivos de desvios. / In seeking to understand how accounting professionals are analyzing and transmitting information, the aim of this work is to show the decision-making in accounting environment from the perspective of Prospect Theory, seeking to demonstrate that decisions are based primarily on judgments, contributing to awareness of the imperfections of the judgments and decisions. The specific objective is to test how the effects Framing, and Certainty can shape decision-making within the accounting environment. As a descriptive study, we applied a structured questionnaire and did not disguise the accounting professionals. The questionnaire was divided into two types (I, II), thus dividing the field of gains and losses. Was sought by examining the results of the questionnaires show the impact of these effects professionals. Among the results, one can see that in general the issues involved in the field of sure gains are the most sought after among the respondents. You can identify the presence of Framing Effects. Regarding gender, it is possible to identify the greatest impact Framing Effect in men than in women. The Effect Certainty are present in both sexes which demonstrates caution before making a decision. Through this study we sought to assist decision makers in the task of rethinking their current decision-making processes, through the awareness that they are endowed with a bounded rationality and that their judgments are passive deflections.

本論文主要從情緒解釋框架效應，由情緒管理理論（Mood management theory）、情緒壓抑效果(Dampening effect)解釋框架效應，並利用問卷驗證兩理論之正確性。情緒管理理論認為:在正向框架下，受試為了保持好心情，選擇能保持好心情的確定選項；在負向框架下，受試為了逃離負向情緒，選擇有機會沒有人損失的風險選項。而情緒壓抑效果則認為:受試會對不確定選項會有一個情緒的壓抑效果，因此在正向框架下，受試對風險選項的正向情緒較低，因此選擇確定選項；負向框架下，受試對風險選項的負向情緒較低，因此選擇風險選項。另外，對於過去文獻中顯現人們對亞洲疾病問題比賭局問題要來的風險追逐的現象，情緒管理理論比情緒壓抑效果更能由情緒的角度提供解釋。情緒管理理論預期受試面對賭局問題比亞洲疾病問題，在正向框架下的正向情緒較高，在負向框架下的負向情緒較低。情緒壓抑效果預期受試在正向框架下，對於確定選項有較高的正向情緒，因此選擇確定選項；面對負向框架，對於不確定選項有較低的負向情緒，因此選擇不確定選項。本文採用問卷的方式，在實驗一與實驗二中，對於上述的理論作檢驗，結果支持情緒管理理論的預測，情緒壓抑效果僅獲得部分支持。本文除了對於過去框架效應的相關文章作一統整外，對於框架效應的發生提供一個情緒解釋基礎，並使用情緒管理理論驗證並支持之。

作為行銷的主要推廣工具之一，優惠券可同時使商家和消費者獲益，可謂是一個雙贏的行銷手法。然而在實務上，優惠券的總體發放數量巨大，但整體兌換率卻極低，如何提昇優惠券的兌換率成為企業的重要課題。為了吸引消費者，市面上林林總總的優惠券層出不窮，例如「好友分享券」與「買一送一券」；使用效期的表述亦有多種方式，例如「僅限1月1日可使用」與「1月1日任何時間可使用」。本文由此思考，優惠券上這些看似可隨意混用的文字訊息，也許在不知不覺中影響著消費者的思維模式，並對消費者的優惠券評價、兌換意願及兌換行爲產生作用。 本文結合解釋水平理論與框架效應理論，意圖釐清看似相同的優惠券文字訊息對消費者思維模式解釋水平的影響（實驗一），接著探討思維模式解釋水平與效期框架之適配對優惠券吸引力與兌換意願（實驗二子實驗a、b）及兌換行為（實驗三）的影響，並試圖以處理流暢性解釋此影響過程的心理機制（實驗二子實驗a、b）。 研究主要有兩點發現：（一）「好友分享券」與「買一送一券」文字訊息在影響消費者思維模式解釋水平上具有顯著差異，「好友分享券」文字訊息影響消費者處於高水平解釋思維模式；「買一送一券」文字訊息影響消費者處於低水平解釋思維模式。（二）「好友分享券」（高水平解釋）與「僅限」（限制性效期框架）、「買一送一券」（低水平解釋）與「任何時間」（開闊性效期框架）分別存在適配效果，比不適配的思維模式解釋水平與效期框架更能提升優惠券吸引力及增加消費者兌換意願。最後，本研究探討研究發現的意涵，並對未來研究方向提出建議。 / As one of the major promotional tools for marketing, coupons can benefit both consumers and retailers. Therefore, coupon marketing is considered to be a so-called win-win marketing approach. However, in practice, despite the massive number of coupons distributed, overall redemption rates remain extremely low. The question of how to raise redemption rates has become an important issue for corporations. In order to attract consumers, various coupons keep emerging in the market, such as “share with friends” coupons and “buy one, get one free” coupons. Moreover, the same redemption window can be expressed in different ways, for example, “the coupon can be used only on January 1” and “the coupon can be used anytime on January 1”. This research is interested in whether the seemingly interchangeable coupon messages exert an influence without people's realizing it on consumers’ mind-sets, coupon attractiveness, redemption intention and behavior. By combining Construal Level Theory with Framing Effect, this research attempts to explore the impact of the seemingly equivalent coupon messages on the construal level of consumers’ mind-sets (Study 1), and examine the effect of the congruency between the construal level of mind-sets and redemption window frames on coupon attractiveness, redemption intention (Study 2a & 2b) and behavior (Study 3). In addition, this research tries to draw on processing fluency to explain the mechanism underlying the effect (Study 2a & 2b). The main findings are as follows. First, “share with friends” and “buy one, get one free” influence consumers to construe their mind-sets at a high and low level, respectively. Second, the congruency between “share with friends” coupon (high-level construal) and the restrictive frame “only”, “buy one, get one free” coupon (low-level construal) and the expansive frame “anytime”, enhances coupon attractiveness and consumers’ intention to redeem. The research concludes with the implications of the findings and suggestions for future research.

L’objectif général de cette thèse est d’étudier la prise de décision des individus en situation de catastrophe naturelle, en l’occurrence d’origine volcanique, et d’aboutir à des applications possibles, notamment à une amélioration de la prise de décision des populations exposées. Nous nous sommes intéressés à l’incertitude, dimension essentielle des situations de catastrophe naturelle, qui présente un impact important sur les émotions et la prise de décision des individus. D’une part, l’incertitude situationnelle est déterminante quant aux émotions prospectives comme la peur, et, d’autre part, l’incertitude des conséquences influence l’utilisation des heuristiques émotionnelles (émotions comme éléments pertinents à la décision) dans la prise de décision (système 1). Ce travail de thèse a été traité selon trois axes complémentaires. Dans le premier axe, intitulé Incertitude situationnelle, effet de cadrage et prise de décision, nous avons montré que la simple exposition à l’incertitude situationnelle impliquerait une absence d’effet de cadrage, qui, selon les travaux précédents, pourrait provenir d’une augmentation du traitement systématique (système 2), liée au processus de régulation fronto-amygdalienne. Dans le second axe, Incertitude des conséquences, information à la population et prise de décision, nous avons mis en évidence le fait qu’une réduction de l’incertitude des conséquences dans l’information donnée à la population permettait, dans certains cas précis, d’aboutir à de meilleures prises de décision. L’effet obtenu n’a néanmoins été identifié que dans les situations impliquant de fortes émotions anticipatoires (domicile, dilemmes moraux), situations fréquentes au cours des catastrophes naturelles. Enfin, dans le troisième axe, Création d’une base de stimuli pour l’étude du comportement humain face aux risques naturels, nous avons présenté la construction et la validation d’une base d’images liées aux catastrophes naturelles et au volcanisme, nommée « Natural Disasters Picture System » (NDPS). / The overall aim of this thesis is to examine the decision-making of individuals at risk of natural disaster, specifically related to volcanism, and to achieve potential applications, notably to improve the decision-making of individuals at risk. We focused on the uncertainty, an essential aspect of natural disaster events, which greatly impacts individuals’ emotions and decision-making. On the one hand, the situational uncertainty is an essential component for prospective emotions such as fear, and on the other hand, the uncertainty of consequences determines the use of affect heuristics (emotions used as relevant aspects of the decision) in decision-making (system 1). This doctoral thesis followed three complementary axes. In the first axis, namely Situational Uncertainty, Framing Effect and Decision-Making, we exhibited that the mere exposure to situational uncertainty could negate the framing effect, which could be explained, based on previous works, by an increase of systematic processing (system 2), stemming from the processes of the fronto-amygdala regulation. In the second axis, Uncertainty of Consequences, Information to Population and Decision-Making, we have evidenced that a reduction of the uncertainty of consequences applied to the information to population could improve, under certain circumstances, the individuals’ decisions. This effect was only identified in situations of highly charged anticipatory emotions (home environment, moral dilemmas), which are frequently encountered situations during natural disasters. Lastly, in the third axis, Creation of a Stimuli Dataset for the Study of the Human Behavior Facing Natural Hazard, we detailed the conception and validation of an image dataset dedicated to natural disasters and volcanism, named “Natural Disasters Picture System” (NDPS).