Cognitive Biases: Reference dependence & Loss aversion

認(rèn)知偏見：參照依賴和損失厭惡

作者引用了一個藥物選擇的問題，其中有四種藥物（描述不同），人們在不同的描述下會做出截然相反的選擇，詳見視頻內(nèi)容。

NOTES:

A simple change in wording can change our judgments about the same options.

一點措辭的變化，就可以改變我們對相同選擇的判斷。

This strange effect results from two classic biases that affect human choice, known as "reference dependence" and "loss aversion".

這種奇怪的效應(yīng)產(chǎn)生于兩種影響人類選擇的經(jīng)典偏見，分別是“參照依賴”和“損失厭惡”。

"Reference dependence" just refers to the fact that we think about our decisions not in terms of absolutes, but relative to some status quo or baseline.

“參照依賴”指的是我們在做決策時，不是根據(jù)絕對的情況，而是與某種現(xiàn)狀或基礎(chǔ)進(jìn)行對比。

"Loss aversion" is our reluctance to make choices that lead to losses.We have an instinct to avoid potential losses at all costs.

“損失厭惡”指的是我們不愿意做會導(dǎo)致?lián)p失的選擇。直覺會使我們不惜一切代價去規(guī)避潛在的損失。

Economists have found that loss aversion causes us to do a bunch of inrrational stuff.

經(jīng)濟(jì)學(xué)家發(fā)現(xiàn)，損失厭惡會使導(dǎo)致我們做出大量不理智的事。

Merely describing the outcomes differently, changes which scenarios we find more aversive.

僅僅是用不同的方式描述結(jié)果，就能改變我們更厭惡的情形。

If losses are mentioned, we want to reduce them as much as possible, so much so that we take on a bit more risk than we usually like.

當(dāng)提及損失，我們就希望把損失最小化，使得我們愿意承擔(dān)比以往更多的風(fēng)險。

So describing the decision one way, as opposed to another, can cause us to make a completely different choice.

因此，用兩種截然相反的方式來描述選擇，會導(dǎo)致我們做出完全不同的選擇。

How our minds interpret information is at the mercy of our cognitive biases.

我們解讀信息的方式完全受制于我們的認(rèn)知偏見。