直感决策的参考点方法研究

Reference Point Methods of Intuitive Decision Making

高层管理者的直感决策常常建立在一定的参考点基础之上，直感决策的研究涉及决策者选择合适参考点的思维机理．本文定义并区分了四类直感决策参考点：低值参考点、高值参考点、匹配型参考点及背景型参考点，讨论了决策者在分别运用这四类决策参考点时可能引起的偏差．

It is acknowledged that intuitive decision making is based on the determination of suitable reference points. Therefore, it is necessary to explore the selection mechanism of reference points. The authors categorized and defined four types of reference points: lower valued reference points, higher valued reference points, match typed reference points and context dependent reference points. The authors also discussed possible biases produced by unsuitable using of these types of reference points.