节日文化启动效应对个体决策的影响

发布时间：2018-06-09 13:28

本文选题：节日文化 + 启动效应　；参考：《曲阜师范大学》2014年硕士论文

【摘要】：尽管Simon(1989)把决策定义为人们为了达到一定的目标而设计方法与手段，然后对各种方法和手段做出评价与选择的一个过程。关于决策个体自身的假设是由假设决策者个体是根据完全理性的标准做出决策逐渐演变为假设决策者做决策时的理性是有限的，最后发展到假设决策个体在做决策时的决定是符合生态学的，即:认为决策个体在进行决策的过程中,其自身的很多局限因素在程度上会使决策个体作出“不理性”的决策。目前，文化因素对决策个体所产生的影响引起了研究者们的广泛关注，研究者普遍认可在跨文化的环境中，文化等环境背景因素通过认知过程可能会影响决策个体的决策。先前的关于文化的相关研究主要是针对跨文化情境下文化因素对个体决策的影响，本研究主要针对那些内在的本土文化对个体决策所产生的影响进行科学深入的探索。本文采用了科学的研究方法对节日文化这一内源性的、根源于我国的文化传统、土生土长的节日文化对个体的决策的影响进行了研究。研究一:在矛盾情境中节日文化对个体决策行为的影响。选取了125名大学生参与实验，采用问卷实验的形式进行调查研究，结果发现：一方面，个体的决策是不存在性别的差异。即不同的性别对节日相关决策的理解性比较一致。另一方面，节日文化启动效应对决策的理解具有一定的影响力。研究二:通过实验的方法探讨节日启动效应对风险决策行为的影响，测察节日文化启动效应对决策行为的影响情况，并且考察节日文化启动的情况与未进行节日文化启动的情况下实验参与者的BART任务完成情况。本研究选取了52名大学生参与实验，其中男性27人，女性25人。研究发现：一方面，不同性别的大学生在风险决策方面不存在明显的差异，另一方面，，经过节日文化启动和未经过节日文化启动的大学生实验参与者在BART实验中的结果之间存在着显著的差异。进而表明节日文化启动对大学生决策个体的风险决策有一定的影响，经过节日文化启动后会使大学生决策个体表现出较高的风险偏好水平。综上所述，节日文化启动对决策个体的风险决策行为产生影响。节日文化所承载的文化符号和情感因素在此过程中发挥了重要的作用。
[Abstract]:Although Simonn (1989) defines decision making as a process in which people design methods and means in order to achieve a certain goal, and then evaluate and select various methods and means. The hypothesis about the decision making individual is that the decision maker is based on the criterion of complete rationality, and the assumption that the decision maker makes the decision is limited by the assumption that the decision maker is making a decision according to the criterion of complete rationality. Finally, it is assumed that the decision of the decision making individual accords with ecology, that is, the decision making individual will make "irrational" decision in the degree of its own limitations in the decision-making process. At present, the influence of cultural factors on the individual decision-making has aroused widespread concern among researchers, who generally agree that in the cross-cultural environment, Environmental background factors such as culture may affect individual decision-making through cognitive processes. Previous studies on culture have focused on the impact of cultural factors on individual decision-making in cross-cultural contexts. This study focuses on the impact of local culture on individual decision-making. This article adopts the scientific research method to the festival culture this endogenous, rooted in our country's cultural tradition, The influence of the native festival culture on the individual decision-making is studied. First, the influence of the festival culture on the individual decision-making behavior in the contradictory situation is studied. 125 college students were selected to participate in the experiment. The results showed that: on the one hand, there was no gender difference in individual decision-making. That is, the understanding of different genders on holiday-related decisions is more consistent. On the other hand, the holiday culture priming effect has certain influence on the understanding of decision making. The influence of festival culture priming effect on decision-making behavior was observed, and the situation of festival culture priming and the completion of bare task of experimental participants without the festival culture priming were investigated. This study selected 52 college students, including 27 males and 25 females. The study found that, on the one hand, there is no significant difference in risk decision making among college students of different genders, on the other hand, There were significant differences in the results of the experiment between the students who were initiated by festival culture and those who did not. The result shows that the initiation of holiday culture has a certain influence on the individual risk decision making of college students, and it will make the students show a higher risk preference level after the holiday culture start. To sum up, holiday culture has an impact on individual risk decision-making behavior. Cultural symbols and emotional factors carried by festival culture play an important role in this process.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：B848

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