文化差异对前景理论的影响研究

The Effect of Cultural Difference on the Prospect Theory

Daniel Kahnemanh和Amos Tversky的前景理论在西方文化背景下发现,在风险决策中,人们在不同的概率水平下会发生偏好反转,在期望值相同的情况下,决策者在高概率和低概率条件下表现出不同的风险偏好性。文章在中国文化背景下,研究了风险决策这一特性,结果发现在收益条件下,中国被试与西方被试表现出同样的偏好反转;然而在损失情况下,两者表现出不同的行为特征,中国被试并没有明显的偏好反转。进一步分析发现,损失条件的低概率情况下,中国男性与女性表现出相反的选择偏好,中国的男性偏好损失风险小而损失金额大的选项,而女性则倾向选择损失较少而损失概率大的选项。这说明风险决策中,不同文化背景下的个体有不同的风险偏好,且性别也会对风险偏好性产生影响。

Based on the Western culture, Daniel Kahnemanh and Amos Tversky＇s prospect theory finds that decision-makers will have reverse preference under different levels of probability in risk decision-making. In the condition of the same expectation, the decision-makers showed a different risk preference under high probability and low probability. This research explores the features of risk decision in the context of Chinese culture, and the results show that under the condition of profit, the Chinese respondents showed the same preference reversal as the Westerners. However, in the case of loss, the Chinese and Western participants showed different behavior features,that is, Chinese respondents didn＇t show obvious preference reversal. Further analysis reveals that the Chinese male and female showed the opposite choice preferences under the condition of low-probability loss. Chinese male preferred the choice with lower risk of loss and larger amount of loss. However, Chinese female preferred the choice with higher risk of loss and smaller amount of loss. This shows that the risk decision-making individuals with different cultural backgrounds have different risk preferences, and that gender has an impact on the risk preference.