. 10
; [39]. , . , , , , 300 . - ; " ".
, [65]. 1 2, , .
1
,
50% $150 50% $100?
, $100?
. , , , (., [121]). , , . 2:
2
:
$100 50% $50 50% $200?
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2 , . , [65]. , $100 , .
, . , , , , (reference point), . , , .. , . , , , . , - - -.
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, . 6. , , : (1) , ; (2) , ; (3) , (loss-averse) - 2 - 2.5 , [62, 122].
,
. 6. .
. 11
? , , - , [54]. 3:
3
:
, 4 . 3 .
, 1 . 1.1 .
?
?
3 , , , . 3, . , , , , [52, 53, 85].
? , , . , . .
. , , , . ; . , - - , , , ( , ) [51, 52, 67].
( ) . , , (endowment) , [59]. (indifference maps). , , , , - . , , , , 5.
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, , , , [111] . , , , , (endowment effect): , , ( ). , , , [59, 60, 121].
- () , , , , [59]. , , , - . , , , , -
5 , . . (. .)
. 12
. [77, 78] , . ( ) ( , , ), , , .
. , , , , . "" [24] [58]. - (status-quo bias) [97]. , -, , , . [66].
IV. (FRAMING EFFECTS)
- (. . 2) - - , . : , , , . .
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, ; (extensionality) [6] [120]. , .
[118] :
, , 600 . . , :
A , 200 .
B , 1/3 600 , 2/3 - .
, . , , , :
A1, 400 .
B1, 1/3 2/3 - 600 .
. , , . , , ( 100% ), [65]. , , . , , , , A B B2 A1. . 2 2, .
[98] , . , -
. 13
, . , . , , . , , . . , ? , . , , . : , . , .
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, A B , . , , . [49] . - , , - - . , - -, 79 30% , . [48] , 450 , , , -.
[48] , , , , . , 97.4% 18% . , . , , - 401 (k), - [22, 84].
. , . , , . , "137 x 24" "3288" "" . .
[120]. , , , . , , , - .
, , , : . : " " (narrow framing) [61, 90, 112, 113] , /, , , " ". , , " ", , , .
" " ,
. 14
. 2. . 2 . 2. , "" . 2, . 2. " " , . , , , . , , , , .
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V. :
, , , . : " , . , , " [117, . 1124]. - (representativeness), (availability) (anchoring), - , , (neglect of base-rate information), , . . , , .
[56] , (attribute substitution). " , , () , " [56, . 53]. , .
: " , . 7?" , , . , , - . . ( ) , , . . - , ( ), .
. [] . : " ?" " ?". 0.12, . , -
. 15
. 8. .
, , 0.66. 6 . , , . , , . , , , , , , - , . 7. [64] . . - (base-rate group), - (similarity group), - (probability group). 7. 20% 3% .
.
. , . , , . , , . . , . , , , .
, . " " ( ). . , , : - 0.62. , . . . , . , , . .
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. 8. , (0.98). -0.63. -
6 0.66 - .
7 : , , , , , , , , .
. 16
. (bias), (base-rate neglect) . , . .
. 8 , , , . : N 6 (" - ") N 8 (" - "). (, " ", " "). ., ; .
- 31 , . , . . , .
, 85% N 8 , , , -, . . , 89% N 8 , . (conjunction fallacy) [119].
, , [6, 28, 43, 73]. , [26, 89, 101, 102]. , . , , . (/, / , /) , , , . (., , [107]) (affect heuristic). , ( ) , , . , " ", . [82] , .