效用价值层次分析

A Hierarchical Analysis of Utility Value

个体决策的效用价值不仅包括决策对象本身的客体价值,而且涉及决策者的主观判断,与决策者的心理因素有关,如对风险的态度,决策者的自信、荣誉等。因此,可以将效用价值分为货币效用价值、情感效用价值、信任效用价值、荣誉效用价值。决策者就是在综合考虑所有这些效用价值之后,才最终作出决策。

The utility value of the individual decision-making involves not only the objective value of the decision-making target but also the subjective judgment of the decision maker. It is related to the decision maker's psychology factors such as his attitude to risks, his confidence and honor, etc. This paper classifies the utility value into money utility value, sentiment utility value, confidence utility value and honor utility value. The individual makes no final decision before having a comprehensive consideration of all those utility values.