消费者对食源性疾病风险的认知偏差——基于锚定效应的研究

Consumer’s Cognitive Bias to the Risk of Food-borne Diseases:Based on Anchorage Effect

由于消费者信息加工能力的局限性,消费者的判断和决策产生认知偏差。而锚定效应作为重要的认知偏差之一,对消费者风险认知起重要的干扰作用。本文基于江苏省无锡市375个消费者的随机抽样调查数据,基于锚定效应理论的视角,采用对比实验的方法,借助锚定效应指数、Wilcoxon秩和检验方法,研究消费者在食源性疾病风险认知过程中的锚定效应,比较施加干预措施前后消费者的认知差异。结果表明,消费者在食源性疾病风险认知过程中存在锚定效应,且外部锚值、消费者的患病经历、消费者对食源性疾病的熟悉度是影响锚定效应的重要因素。另外,干预后部分消费者在一定程度上修正了对食源性疾病风险的认知偏差,但仍然存在高估或者低估食源性疾病风险的现象。

Cognitive biases of consumers are the biases in judgment and decision-making due to their limitations in information processing.Anchoring effect,as one of the important cognitive biases,plays a significant role in interfering w ith consumers’risk perception.We collected survey data from 375 randomly selected consumers in Wuxi,Jiangsu Province,China.Based on these data,this study attempted to analyze the anchoring effect in consumers’risk perception of foodborne diseases(FBD)and the differences in their perception before and after intervention in a contrast experiment using the anchoring index and the Wilcoxon rank sum test from the perspective of the anchoring effect theory.T he results confirm the existence of an anchoring effect in consumers’risk perception of FBD.Moreover,the experimenter-provided anchor value,a history of FBD,and familiarity w ith FBD are important factors influencing the anchoring effect.Intervention is able to correct cognitive biases of some consumers to some extent.N evertheless,w e still observed overestimation or underestimation of the FBD risk.