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題 名 | 以MDS方法探索口語評估之決策策略=Exploring the Decision Strategies of Verbal Evaluations with MDS Method |
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作 者 | 林信惠; 蕭文峰; | 書刊名 | 管理學報 |
卷 期 | 18:4 2001.12[民90.12] |
頁 次 | 頁617-638 |
分類號 | 171.457 |
關鍵詞 | 口語詞綜合; 決策策略; 極值策略; 極性策略; Aggregation of verbal terms; Decision strategy; Extreme-value strategy; Polarity strategy; |
語 文 | 中文(Chinese) |
中文摘要 | 過去三十年來,決策科學與實驗心理學方面的研究已陸續發現許多人類決策的直覺法則(heuristics)與策略(strategies)。這些策略(或直覺法則)被認為是造成人類決策行為與傳統規範性模式(normative model)差異的主要原因之一。本研究使用多維尺度法(MDS)來分析受試者進行口語意見綜合的共有內在維度。結果發現人類在綜合口語意見時會受到兩個主要內在維度影響:極值與極性。此二維度皆屬於選擇策略中的補償性(compensatory)決策策略。其中「極值」策略幼與Tverksy et al.(1988)所提顯著性假說「愈顯著的屬性其權重值愈高」一致。本研究的發現可用來修正統計方法在分析主觀意見時之偏誤。 |
英文摘要 | In the past thirty years, research in decision sciences and experimental psychology has identified several heuristics and strategies in human decisions. These strategies are usually regarded as the reasons that cause the discrepancies between normative decision models and descriptive decision models. This study applies multidimensional scaling (MDS) method to analyze the common inner dimensions employed by decision makers in aggregating verbal opinions. The results show that subjects use two strategies (dimensions) in aggregating opinions: extreme-value and polarity. Both strategies belong to compensatory decision strategies. The “extreme-value” strategy also corresponds to the prominence hypothesis proposed by Tversky et al. (1988), i.e., the more prominent an attribute is, the more weight it obtains. The results of this study can be used to adjust the bias of statistical method in analyzing subjective opinions. |
本系統中英文摘要資訊取自各篇刊載內容。