补偿性策略对属性权重的度量偏误研究

A defective investigation of compensatory choice process in multiattribute judgments

在多属性决策中,补偿性策略是目前人们广泛采用的方法。本文通过心理实验,指出在多属性决策中采用补偿性策略,容易高估相对重要属性在决策中的权重,从而导致决策或判断的认知偏误和决策结果的逆反,并运用价值函数,从定量的角度对这一结论进行了证明。文章分析了产生决策结果逆反的认知成因,探讨了提高决策结果正确性的途经。

In multiattribute decision making,compensatory choice process often give rise to reversal of judgment results,which is a marked discrepancy between the preferences derived from choice judgments and from matching judgments,thus violating procedure invariance.In this paper,the more important dimension of a decision problem looms larger by compensatory choice process is shown on psychological tests,and the mathematical analysis is made based on value function.The cognition cause of reversal is analyzed,and the approach toward improving decision making is discussed.