摘要
心理账户是人们在心理上对结果,尤其是经济结果的编码,分类和估价的过程,它反映了人们在进行资金财富决策过程中的心理认知过程。心理账户有着有别于经济账户的运算法则。实验研究发现,改变薪酬的预期参照点,可以改变人们对同一结果的认知评价,从而达到不同的激励效果;低金额奖酬时人们倾向于选择物品,而高金额奖酬是人们倾向与选择现金。
Mental accounting is a cognitive progress which includes coding,classifying and valuing process towards some results,especially the economic results.There are different algorithms between mental accounts and economic accounts.According to the experimental study,we have found that Changing the expected reference poin of salary can change people＇s cognition on the same results,which can make the different motive effect.People are incline to choose goods in low salary,and choose cash in high salary.
出处
《社会心理科学》
2011年第7期3-7,共5页
Science of Social Psychology
关键词
心理账户
薪酬激励
预期参照点
价值形式
mental accounting
Salary motive
expected reference point
value form.
