펦폃탄샭톧ChineseJournalof2007쓪뗚13뻭뗚2웚,,1682173풤웚샭싛뗄쳡돶ꆢ퇝뷸벰캣믺쯯ꆡ퇥1,2ꆡ틳쿾샲3ꆡ샮ꆡ1(1.훐맺뿆톧풺탄샭퇐뺿쯹,놱뺩100101;2.훐맺뿆톧풺퇐뺿짺풺,놱뺩100049;3.쟠떺샭릤듳톧,쟠떺266033)햪ꆡ튪ꆡ1979쓪,Kahneman폫Tversky탞헽쇋vonNeumann폫Morgenstern뗄웚췻킧폃샭싛(expectedutilitytheory,EU)훐폐맘쿟탔룅싊뗄볙짨,쳡돶쇋풤웚샭싛(prospecttheory,PT)ꆣ1992쓪,솽죋뛔풤웚샭싛ퟷ쇋뷸튻늽뗄룄뷸,붫룃샭싛퇝뷸캪샛믽탔풤웚샭싛(cumulativeprospecttheory,CPT)ꆣ놾컄뻍듓PT떽CPT뗄랢햹ꆢCPT폫PT뗄닮틬벰CPT쯹쏦쇙뗄캣믺뷸탐쇋쫶움ꆣ맘볼듊ꆡ럧쿕뻶닟ꆡ풤웚샭싛ꆡ샛믽탔풤웚샭싛훐춼럖샠뫅:C934컄쿗뇪쪶싫:Aꆡ컄헂뇠뫅:100626020(2007)20220168206Kahneman(1979)퓚뛔EUퟷ돶튻쾵쇐탞헽1ꆡ풤웚샭싛뗄쳡돶뗄믹뒡짏쳡돶튻훖탂뗄뻶닟샭싛ꆪꆪꆪ풤웚샭싛(prospecttheory,PT)ꆣPT뗄쳡돶뛔탄퓚럧쿕폫늻좷뚨탔뻶닟쇬폲,뎤웚뻓샭톧ꆢ뺭볃톧뗈뛠룶톧뿆닺짺쇋짮뿌ꆢ맣폚좨췾뗘캻뗄샭싛튻횱쫇vonNeuman뫍랺ꆢ돖뻃뗄펰쿬,뷘훁떽놾컄춶룥횮죕,룃Morgenstern폚1944쓪쳡돶뗄웚췻킧폃샭컄뗄틽폃(냼삨SCIꆢSSCI)틑뺭룟듯싛(expectedutilitytheory,EU)ꆣ룃샭싛죏6125듎ꆣ캪,웚췻킧폃횵뿉폃놸퓱랽낸뗄뷡맻랢짺풤웚샭싛틽죫쇋횵몯쫽v(x)뫍뻶닟좨룅싊폫룃놸퓱랽낸킧폃횵뗄몯쫽살뇭쪾ꆣ훘몯쫽ꛐ(p),듺쳦쇋웚췻킧폃샭싛릫쪽훐볙뚨뛔폚랽낸A,닺짺뗄뿉쓜뷡맻캪xi,쎿뗄킧폃몯쫽u(x)벰룅싊pꆣ웤훐,v(x)쫇튻뷡맻뗄킧폃횵캪U(x)i,룅싊쫇pi,퓲룃횸뻶닟헟뛔x뗄탄샭킧폃몯쫽,ꛐ(p)쫇뻶랽낸뗄웚췻킧폃횵캪E(A)=6PiU(x)i,닟헟헫뛔뿍맛룅싊뗄좨훘몯쫽ꆣPT횸돶,웚췻킧폃횵ퟮ듳뗄랽낸벴캪ퟮ병랽낸[1,2]ꆣ킧폃횵펦룃뇭듯캪E(A)=6ꛐ(p)iv(x)i,뫳살퇐뺿헟훰붥죏쪶떽죋샠샭탔뗄폐E횵ퟮ듳뗄랽낸캪ퟮ폅랽낸ꆣ쿞탔뫍에뛏뻶닟뗄훷맛욫닮[3],Tversky폫횵몯쫽v(x)뗄룹놾쳘탔캪,퓚믱틦쟸믹뷰쿮쒿:훐맺뿆톧풺ꆰ냙죋볆뮮ꆱ;훐맺뿆톧풺횪쪶뒴탂릤돌훘튪랽쿲쿮쒿(KSCX2-YW-R-130);맺볒ퟔ좻뿆톧믹뷰(70671099ꆢ70701036)ꆣ춨톶ퟷ헟:샮,쓐,훐뿆풺탄샭쯹퇐뺿풱,늩떼,E2mail:lishu@ꆣ' 1994-2014 China Academic Journal Electronic Publishing House. All rights reserved.
풤웚샭싛뗄쳡돶ꆢ퇝뷸벰캣믺/쯯ꆡ퇥뗈169(닎뾼뗣틔짏)웤몯쫽쟺쿟캪낼탎(vꇥ(x)ꇜힴ캪랴S탎,죧춼2쯹쪾ꆣ0,xꇝ0),퓚쯰쪧쟸(닎뾼뗣틔쿂)웤몯쫽쟺쿟캪춹탎(vꇥ(x)ꇝ0,xꇜ0),쯰쪧쟸쟺쿟뗄킱싊뇈믱틦쟸쟺쿟뗄킱싊룼듳,벴vꇤ(x)<vꇤ(-x)(xꇝ0)ꆣ횵몯쫽뗄쳘탔뷒쪾쇋쏴룐탔뗝복풭퓲뫍쯰쪧퇡뛱풭퓲ꆣ잰헟뇭쏷샫닎뾼뗣뗄뻠샫풽풶,춬퇹듳킡뗄뇤뮯뛔뷡맻뗄펰쿬풽킡,샽죧,퓚훷맛짏,140풪떽145풪뗄닮뛮쯆뫵뇈5풪떽10풪뗄닮뛮룼킡;뫳헟뇭쏷쯰쪧뇈춬뗈돌뛈뗄믱틦뛔죋쏇뗄펰쿬룼듳,뇈죧,뚪쪧500풪쯹듸살뗄춼2ꆡ룅싊좨훘몯쫽쟺쿟춼뻚즥뇈랢500풪붱뷰듸살뗄룟탋룼잿쇒ꆣ(풴ퟔKahneman뫍Tversky뗄ProspectTheory,1979)Tversky폫Kahneman쳘뇰잿뗷,닎뾼뗣쫇Tversky폫Kahneman(1992)횸돶,짏뚯첬뇤뮯뗄,춬튻쫂볾뿉쓜뒦폚볗뗄믱틦쫶횵몯쫽폫좨훘몯쫽뗄헢킩쳘탔쫇PTퟮ쟸뛸뒦폚틒뗄쯰쪧쟸ꆣ횵몯쫽쟺쿟탎ힴ캪맘볼뗄늿럖[5]ꆣS탎,죧춼1쯹쪾ꆣ2ꆡ듓PT떽CPT뗄퇝뷸211ꆡ쯦믺폅쫆(stochasticdominance)폫뗈벶틀삵(rank2dependent)볙짨폐솽훖솽뷡맻랽낸,솽헟뗄뷡맻쿠춬떫쿠펦뗄룅싊늻춬,죧쿂:랽낸A1:60%뗄룅싊뗃떽80풪,40%뗄룅싊뗃떽30풪ꆣ춼1ꆡ풤웚샭싛뗄횵몯쫽쟺쿟랽낸B1:80%뗄룅싊뗃떽80풪,20%(틽ퟔKahneman&Tversky,1979,p279)뗄룅싊뗃떽30풪ꆣ좨훘몯쫽쫇평훷맛룅싊(subjective쿔좻,닮뷡맻룅싊뷏뗍뛸뫃뷡맻룅싊probabilities)헢튻룅쓮랢햹뛸살ꆣ훷맛룅뷏룟뗄랽낸B1믡쫜떽욫낮ꆣ헢튻쮼쿫뿉싊뗄쳡돶풴폚Edwards,쯻죏캪훷맛룅싊횮틔춨맽뇈뷏랽낸뗄샛믽탔룅싊(벴듓ퟮ닮뫍늻튻뚨튪뗈폚[4]1ꆣퟷ캪Edwards톧짺랽낸떽ퟮ뫃랽낸뗄룅싊샛볓)췆싛떽뛠뷡뗄Tverskyퟔ좻짮쫜웤펰쿬,튲냑듎좷뚨탔맻랽낸틔벰솬탸룅싊럖늼뗄랽낸ꆣ죧맻랽(subcertainty)쇐캪좨훘몯쫽뗄쳘탔횮튻,낸Y뗄샛믽탔룅싊럖늼듓캴뎬맽X뗄샛믽벴,떱0<p<1쪱,ꛐ(p)+ꛐ(1-p)<1ꆣ탔룅싊럖늼,컒쏇퓲돆랽낸Y쯦믺탔폅폚듋췢,듎볓탔ꆢ듎뇈샽탔뻹캪좨훘몯쫽뗄믹랽낸Xꆣ쯦믺폅쫆횮쯹틔뫜쫜튻킩샭싛볒놾쳘탔,떫웤룹놾쳘탔캪:룟맀킡룅싊쫂볾뗄쟠,쫇틲캪헢뿉틔췆싛돶:뛔폚죎뫎떥뛸뗍맀훐룅싊쫂볾뫍룟룅싊쫂볾,벴뛔폚뗷뗄킧폃몯쫽,Y붫폅폚X[6]ꆣ킡룅싊쫂볾,ꛐ(p)>P,뛔폚훐룅싊뫍룟룅늻탒뗄쫇,PT뗄뇭헷탎쪽잡잡캥놳쇋싊쫂볾,ꛐ(p)<Pꆣ뇈죧,죋쏇룊풸돶잮릺쯦믺폅쫆,헢뿉틔듓샭싛짏볓틔횤쏷ꆣ뛔폚싲훐붱룅싊벫뗍뗄닊욱,튲풸틢캪뇜쏢룅뛠뷡맻뗄랽낸A:(x1,p1;ꆭ;xn,pn),PT뛔웤싊벫뗍뗄틢췢뛸릺싲놣쿕,헢뚼쫇평폚죋쏇믡룟맀킡룅싊쫂볾ꆣ좨훘몯쫽쟺쿟뗄탎뗄뇭헷탎쪽캪nE(A)=6ꛐ(p)iv(x)iꆣ볙짨i=1' 1994-2014 China Academic Journal Electronic Publishing House. All rights reserved.
170펦폃탄샭톧ꆤ2007쓪뗚13뻭뗚2웚듦퓚쒳룶p횵폫q횵싺ퟣ:ꛐ(p)+ꛐ(q)<샽죧뛔폚쒳랽낸p,죧맻웤뷡맻벯캪ꛐ(p+q)ꆣ틲캪,ퟜ듦퓚ퟣ릻킡뗄ꛅ싺ퟣ(-5,-3,-1,2,4,6),쎿룶뷡맻뗄룅싊뻹ꛐ(p)v(ꇧ100)+ꛐ(q)v(ꇧ100+ꛅ)<캪1/6,쓇쎴,ꛐ+(p+q)v(ꇧ100),쓇쎴뛔폚:v(p)=(0,1/2;2,1/6;4,1/6;6,1/6)랽낸A-2:p+q뗄룅싊믱틦ꇧ100v(p)=(-5,1/6;-3,1/6;-1,1/6;0,1/2)랽낸B-+2:p뗄룅싊믱틦ꇧ100뫍q뗄룅v(p)=v(p)+v(p)싊믱뗃ꇧ(100+ꛅ)틀뻝PT,뻶닟헟펦욫낮A2ꆣ헢쿔좻캥=v(2)ꛘ+11-ꛘ+23놳쇋쯦믺폅쫆[7]ꆣ+v(4)ꛘ+1-ꛘ+1캪쇋뷢뻶쯦믺폅쫆뗄컊쳢,Quigg36in(1982)틀뻝ꆰ뗈벶틀삵ꆱ뗄쿫램,닉폃샛믽++v(6)ꛘ+1-ꛘ(0)탔룅싊뇭헷쇋킧폃몯쫽,쫗쿈쳡돶쇋뗈벶6틀삵킧폃(rank2dependen+v(-5)ꛘ-1-ꛘ-(0)tutility)샭싛,6벴RDUꆣ볙뚨쒳랽낸A뗄뷡맻릲n쿮,쟒+v(-3)ꛘ-1-ꛘ-1x1ꇜ36x2ꇜꆭꇜxn,벴듓1떽n내ퟮ닮떽ퟮ뫃업+-1-1v(-1)ꛘ-ꛘ쇐ꆣ룹뻝n23RDU,킧폃횵E(A)=6ꛘn6i=1jꇝpjiꆡꆡCPT돽쇋쿱PT쓇퇹뛔횵몯쫽뫍좨훘[8](v(xi-v(xi-1))ꆣ헢퇹RDU싺ퟣ쇋쯦믺폅몯쫽뗄탔훊ퟷ돶쇋뚨탔뗄쏨쫶,뮹룸돶쇋쫆뗄튪쟳,떫춬쪱,RDU폖뫶쫓쇋럻뫅틀삵쿠펦뗄맀볆릫쪽[5]:(sign2dependent)뗄컊쳢,벴쎻폐뾼싇믱틦횵몯쫽:폫쯰쪧뗄닮틬탔뛔뷡맻뗄펰쿬ꆣv(x)=ꛁxꆡꆡꆡꆡꆡxꇝ0212ꆡCPT뗄쳡돶평폚PT폫쯦믺폅쫆풭퓲쿠쎬뛜,쯹틔v(x)=-ꛋꛂ(-x)ꆡx<0좨훘몯쫽:Tversky폫Kahneman(1992)폃샛믽탔룅싊ꛃ뗄탎쪽훘탂뇭헷쇋PT,늢쟒쟸럖쇋믱틦폫ꛘ+(p)=pꛃꛃ쯰쪧솽훖쟩뿶,붫뗈벶틀삵폫럻뫅틀삵뷡뫏(p+ꛃ1,(1-p))ꛄ웰살,쳡돶쇋튻훖탂뗄풤웚샭싛ꆪꆪꆪ샛믽탔ꛘ-(p)=pꛄꛄ풤웚샭싛ꛄ1(p+(1-p))(cumulativeprospecttheory,CPT)ꆣ헢퇹ꆡꆡ틀뻝쪵퇩뷡맻,CPT뛔ꛘ+폫ꛘ-뗄닎,풤웚샭싛뻍뷢뻶쇋쯦믺폅쫆뗄컊쳢ꆣ뛔폚쒳룶폐쿞뷡맻뗄랽낸쫽럖컶뫳,뗃떽뗄춼탎죧춼3쯹쪾:p(x1,p1;ꆭ;xn,pn)(웤훐x1ꇜꆭꇜxkꇜ0ꇜxk+1ꆭꇜxn)ꆣ틀뻝CPT,룃랽낸뗄웚췻횵캪:v(p)=-v(p)++v(p)nii-1=6ꛘ-p-ꛘ-j=66pv(x)jii1j=1j=1nnn+6ꛘ++p-ꛘj=66pv(x)jjik+1j=1j=i+1웤훐+v(p)ꆢꛘ+럖뇰캪믱틦쪱뗄횵몯쫽폫좨훘몯쫽--,v(p)ꆢꛘ럖뇰캪쯰쪧쪱뗄횵몯춼3ꆡCPT뗄룅싊좨훘몯쫽쫽폫좨훘몯쫽[5]ꆣ(듖쿟뇭쪾ꛘ+,쾸쿟뇭쪾ꛘ-,틽ퟔTversky뫍Kahneman,1992)' 1994-2014 China Academic Journal Electronic Publishing House. All rights reserved.
풤웚샭싛뗄쳡돶ꆢ퇝뷸벰캣믺/쯯ꆡ퇥뗈171213ꆡPT폫CPT뗄뇈뷏tion솽룶뇪ힼꆣ쪵퇩뇭쏷,룃샭싛뗄좷뇈듓쓚죝짏,CPT놣쇴쇋PT뗄듳늿럖쳘CPT뛔쫽뻝폐룼잿뗄뷢쫍솦[10]ꆣ쯹틔,뛔탔,떫쫇튲폐튻킩늻춬횮뒦ꆣ뇈죧,PT횻싺틢탔쮮욽믲놧뢺쮮욽뗄뫶싔쫇풤웚샭싛쫊폃폚x샫즢뗄쳵볾,뛸CPT늻떫쫊폃폚x퓚샭싛릹붨훐뗄튻룶좱쿝ꆣ샫즢쳵볾,튲쫊폃폚x솬탸럖늼뗄쟩뿶;PT늻뷶죧듋,풤웚샭싛뮹쏦쇙룼짮뿌뗄횻쓜볆쯣럧쿕뻶닟뗄웚췻횵,뛸CPT볈뿉샭싛캣믺ꆣ풤웚샭싛쫇퓚뺭뗤웚췻킧폃샭틔볆쯣럧쿕뻶닟뗄웚췻횵,튲뿉틔볆쯣늻싛쪧킧뫳(죧,뛔AllaisParadox컞램뷢좷뚨탔뻶닟뗄웚췻횵;PT죏캪쯰쪧폫믱틦쫍),캪췬뻈룃샭싛뛸쳡돶뗄훮뛠샭싛횮쪱,뻶닟좨훘몯쫽쫇튻훂뗄ꆣCPT풤닢죋튻ꆣ헢킩샭싛뻹뇼돐쇋뺭뗤웚췻킧폃샭싛쏇뗄럧쿕첬뛈캪ꆰ쯄훘뗾쒣쪽ꆱ(four2fold쒬죏뗄움볛램퓲ꆪꆪꆪ웚췻램퓲벰웤췆돧뗄pattern):뛔폚룟룅싊,죋쏇퓚믱틦쪱뇭쿖샭탔맛ꆪꆪꆪ컞쿞샭탔맛ꆣ캪럧쿕퇡뛱(늻풸틢쎰럧쿕),퓚쯰쪧쪱뇭웚췻램퓲뻟폐뫏램탔뗄샭쓮쟽쪹퇐뺿쿖캪럧쿕톰쟳(쾲뮶쎰럧쿕);뛔폚뗍룅싊,헟ퟜ퓚춨맽샭싛톰헒튻룶ퟮ듳횵ꆪꆪꆪ룅싊죋쏇퓚믱틦쪱뇭쿖캪럧쿕톰쟳,퓚쯰쪧쪱폫볛횵쿠돋뗄ퟮ듳횵ꆣ퓚탐캪뻶닟샭싛뗄뇭쿖캪럧쿕퇡뛱ꆣ뛸퓚PT훐,늢쎻폐뛔럧퇝뇤훐,쪼훕쫇캧죆ퟅ솽룶틲쯘퓚룄뷸,튻쿕첬뛈ퟷ돶죧듋쏷좷뗄닻쫶ꆣ룶쫇룷룶쫂볾랢짺뗄룅싊벰죋쏇뛔듋뗄훷맛룐쫜,쇭튻룶쫇죋쏇뛔룷룶쫂볾랢짺뷡3ꆡPT벰CPT쏦쇙뗄캣믺맻볛횵뗄움볛ꆣ헫뛔룅싊틲쯘,퇐뺿헟쿈쫇쳡돶뿍맛룅싊p,뷓ퟅ룄뷸캪훷맛룅싊PT벰CPT쳡돶틔뫳,뫜뛠퇐뺿헟ퟷ쇋f(p),ퟮ뫳뷸튻늽쳡돶좨훘몯쫽ꛐ(p)ꆣ헫쿠맘뗄쪵횤퇐뺿,뛔샭싛뷡맻룸폨쇋횧돖ꆣ뛔볛횵틲쯘,퇐뺿헟ퟮ돵쳡돶뗄쫇쫂볾뗄퓚뫜뛠웤쯻뗄톧뿆쇬폲,죧뺭볃톧ꆢ맜샭볛횵x,좻뫳폃킧폃u(x)살듺쳦x,퓚풤웚톧ꆢ맺볊맘쾵톧,튲돶쿖쇋틔웤캪샭싛믹뒡샭싛훐퓲쳡돶쇋룼캪쿪쾸뗄횵몯쫽v(x)ꆣ뗄펦폃탔싛컄ꆣ뛸Kahneman놾죋퓲평폚듓뺭뗤뗄ExpectedUtility샭싛[1],떽Savage냑탄샭톧뗄퇐뺿돉맻뒴퓬탔퓋폃폚뺭볃톧뗄SubjectiveExpectedUtility샭싛[17],떽훐뛸죙믱2002쓪뛈억놴뛻뺭볃톧붱ꆣsign2dependentutility쒣탍[18],떽rank2and떫춬쪱,튲폐뫜뛠퇐뺿뷡맻늢늻횧돖sign2dependentutility쒣탍[19],냼삨MachinaCPTꆣ폐퇐뺿뇭쏷,뫜뛠놻쫔퓚믱틦쪱폐럧뗄GeneralizedExpectedUtility샭싛[20]뫍쿕퇡뛱쟣쿲1],뛸퓚쯰쪧쪱늢쎻폐뇭쿖돶쏷Sugden뗄[2regrettheory,뚼쫇퓚뇤뮻헢솽쿔뗄럧쿕톰쟳[9ꆫ10],헢쫇폫풤웚샭싛뗄풤룶틲쯘뛸톰헒뫏쫊뗄ퟮ듳횵ꆣ헢킩샭싛뗄닢쿠쎬뛜뗄ꆣLi뗄쪵퇩뇭쏷,뻶닟욫뫃폫컊쳢퓚폚,웚췻램퓲뗄헽좷탔듓캴놻횤풤웚샭싛쳡돶뗄뿲볜틀삵늢쎻폐쪲쎴맘쪵[22]ꆣ죴웚췻램퓲놾짭쫇듭컳뗄,쯹폐틔쾵[11ꆫ12],쯻짵훁뛔쫇럱듦퓚튻룶룅싊좨훘웤캪믹뒡뗄뻶닟샭싛,냼삨PT뫍CPT,뇘몯쫽튲쳡돶훊틉[13]ꆣ좻쏦쇙퇏훘뗄캣믺ꆣ뷼살,퇐뺿헟틑뾪쪼듋췢,폐퇐뺿뇭쏷,쳡룟룐쫜떽뗄쒿뇪샻폃fMRI벼쫵첽쯷풤웚샭싛뫍웚췻램퓲뇘튪탔믡퓶잿쯰쪧퇡뛱뗄돌뛈[14];튲폐퇐뗄짱뺭믹뒡[23ꆫ25],쿠탅쯦ퟅ퇐뺿뗄짮죫,컒뺿헟죏캪,뻶닟헟퓚ퟷ돶톡퓱쪱쪵볊짏쪹쏇퓚늻뻃뗄붫살뻍쓜뛔웚췻램퓲ퟷ돶뿍폃쇋솽룶뇪ힼ,튻룶쫇킧폃ퟮ듳뮯뇪ힼ,뮹맛ꆢ릫헽뗄움볛ꆣ폐튻룶쫇놧뢺쮮욽(aspirationlevel)뇪ힼ듓쳡돶횮죕웰,풤웚샭싛뻍틔컞쿞샭(벴쾣췻듯떽뗄쮮욽[15ꆫ16])ꆣLopes쳡돶뗄탔엺움헟뗄쏦쒿돶쿖,Tversky폫KahnemanSP/A(Security/PotentialandAspiration)샭쳡돶뗄ꆰ웴랢쪽-욫닮ꆱ랽램튲돉캪에뛏폫싛,벴닉쓉쇋Security/Potential뫍Aspira2뻶닟퇐뺿뗄튻룶믹놾랶쪽ꆣ떫Tversky폫' 1994-2014 China Academic Journal Electronic Publishing House. All rights reserved.
172펦폃탄샭톧ꆤ2007쓪뗚13뻭뗚2웚Kahnemanꆰ쪵훊짏죔좻볡돖뺭뗤샭탔맛뗄[9]WeberEU,볛횵좡쿲뫍잱퓚볙짨[26]ꆱ,쯻쏇죔좻쫇ꆰ샭measuresofperceivedrisk:Sometests탔풤웚싛헟뛸볙뚨죋쫇ꆮ듖닚뗄룐횪헟ꆯ뫍ꆮ췪쏀뗄뻶닟헟ꆯcisionMaking,1989,2(2):113ꆫ132[27]ꆱ,쯹틔풤웚샭싛퓚쪵[10]LopesLL,훊짏죔쫇틔컞쿞샭탔맛캪맦랶뫍뇪ힼ뗄ꆣrationlevelinriskychoice:acomparison뛸틔Gigerenzer캪듺뇭뗄ꆰABC퇐뺿훐탄ꆱofcumulativeprospecttheoryandSP/A퓲듓룹놾짏랴뛔컞쿞샭탔,퓚랢햹뗄ꆰ폐쿞샭탔ꆱ뗄춬쪱,뷸튻늽뎫떼퇐뺿짺ogy,1999,43(2):286ꆫ313첬샭탔[11]LiS,,벴쓜릻폫쿖쪵뮷뺳(냼삨ퟔ좻뫍짧moreimportantbehindframing?Organi2믡뮷뺳)쿠욥엤뗄샭탔ꆣ쯻쏇틔폐쿞샭탔ꆢzationalBehaviorandHumanDecision짺첬샭탔캪믹뒡쳡돶뗄ꆰ뿬쯙뷚볳웴랢쪽ꆱProcesses,1995,62(2):216ꆫ219퓚쿖쪵뮷뺳뗄뻶닟훐볲뷠뛸뢻폐돉[12]킧framingeffectbedetermined?Journal[28,29],뛸뷼웚죏횪짱뺭뿆톧뗄퇐뺿뷡맻ofEconomicPsychology,1998,19(1):튲횧돖ꆰ뿬쯙뷚볳웴랢쪽ꆱ[30]ꆣ퓚PT퇝뷸135ꆫ155캪CPT뫳,샭싛뇭쫶쯤좻룼볓췪쏀,떫튲룼[13] 1994-2014 China Academic Journal Electronic Publishing House. All rights reserved.
풤웚샭싛뗄쳡돶ꆢ퇝뷸벰캣믺/쯯ꆡ퇥뗈,2005,2333(2):176ꆫ181(1):34ꆫ50[28]BrandstatterE,GigerenzerG,Hertwig[24]KnutsonB,TaylorJ,KaufmanM,:,2006,113(2):409ꆫ432science,2005,25(19):4806ꆫ4812[29]쯯퇥,샮,틳쿾샲.뻶닟폫췆샭뗄쮫[25]룟샻욻,샮,쪱뾱.듓뛔뿲볜킧펦뗄쾵춳ꆪꆪꆪ웴랢쪽쾵춳뫍럖컶쾵춳.탄럖컶뾴럧쿕뻶닟뗄짱뺭믹뒡.탄샭뿆샭뿆톧뷸햹,2007,15(5):721ꆫ726톧뷸햹,2006,14(6):859ꆫ865[30]KirstenG,SchoolerLJ,SchubotzRI,[26]쇵폀랼,GigerenzerG,ToddPM.뿬쯙뷚볳웴랢쪽ꆪꆪꆪ믹폚폐쿞샭탔뫍짺첬thanModena:Neuralcorrelatesofthe샭탔뗄볲떥뻶닟맦퓲.탄샭뿆톧,,26(1):56ꆫ59tiveneuroscience,2006,18(11):1924[27]샮.났샕싛쇭쫍.탄샭톧놨,2001,ꆫ1936ProspectTheory:TheoreticalAdvancesandEmpiricalChallengesSUNY1,21anꆡYINX3iao2liꆡLIShu(,ChineseAcademyofSciences,Beijing100101;,Beijing100049;,Qingdao266033)AbstractProspectTheory(PT),discus2sky(1979)derivesfromExpectedUtility(EU)Theorysesthedifferencesbetweenthem,andpointsouttheformalizedbyvonNeumannandMorgenstern(1944).(1992)offeredanintegratedper2Keywords:decision2making,ProspectTheory,spectiveinCumulativeProspectTheory(CPT)asasup2CumulativeProspectTheory(짏뷓뗚167튳)LanguageSwitchingandSwitchingCostinChinese2EnglishandTibetan2Chinese2EnglishBilingualsCUIZhan1,22lingꆡZHANG1Ji2jiaꆡHANM1,3iao(,SouthChinaNormalUniversity,Guangzhou510631;,Shijiazhuang050091;,Shijiazhuang050031),,itwasproficiencythatwasthethat:(1)fortheChinese2EnglishandTibetan2Chi2majorfactoraffectinglanguageswitching,andthea2nese2Englishbilinguals,theChineseswitchingcostsymmetryoftheswitchingcostswasdeterminedbythewasnotsignificant,;(2)fortheChinese2EnglishandTibet2Keywords:Chinese2Englishbilingual,Tibetan2an2Chinese2Englishbilinguals,thedifferencebetweenChinese2Englishbilingual,languageswitching,theprocessingofChineseandEnglishwassignificant,switchingcost.' 1994-2014 China Academic Journal Electronic Publishing House. All rights reserved.
