「釋義」

在心理學(xué)中，框架效應(yīng)是一種認(rèn)知偏差，最早在1981年由阿摩司·特沃斯基與丹尼爾·卡內(nèi)曼提出。框架效應(yīng)的意義是，面對(duì)同一個(gè)的問(wèn)題，在使用不同的描述后，人們會(huì)選擇乍聽(tīng)之下較有利或順耳的描述作為方案。當(dāng)以獲利的方式提問(wèn)時(shí)，人們傾向于避免風(fēng)險(xiǎn)；當(dāng)以損失的方式提問(wèn)時(shí)，人們傾向于冒風(fēng)險(xiǎn)。

「應(yīng)用場(chǎng)景」

成見(jiàn)使我們認(rèn)為，在某些方面有相似之處的事或人之間，一定存在其他相似點(diǎn)（心理學(xué)上稱(chēng)為“代表性啟發(fā)”）。自我中心讓我們產(chǎn)生偏見(jiàn)，把個(gè)人偏好夸大成普遍現(xiàn)象。沉沒(méi)成本誤區(qū)讓我們?cè)谀嗵独镌较菰缴?，因?yàn)橥度朐蕉嘣讲幌敕艞??？蚣苄?yīng)指的是，表述方式的差異會(huì)影響我們所做的決定。比如，當(dāng)一個(gè)人面臨手術(shù)決策時(shí)，他更愿意聽(tīng)到“90%的人在5年后能存活”而非“10%的人5年后會(huì)死亡”，前者的表述更容易讓人做出手術(shù)決策。

Overconfidence leads us to believe that our forecasts are more accurate and precise than in fact they are. The availability heuristic leads us to seize on whatever springs most readily to mind, because it is memorable or we recently experienced it. The representativeness heuristic leads us to believe that things or events or people that are similar in one way are similar in other ways, too. Egocentric bias leads us to exaggerate the extent to which our tastes and preferences are typical. The sunk-cost fallacy leads us to stick with a hopeless project because we have already invested so much in it. Framing effects influence our decisions according to the semantics of how the options are presented. (For example, people are more likely to agree to an operation if they are told that 90% of people are alive after five years than if they are told that 10% of people are dead after five years.)

? ? ? ? ? ? ??

以上文字選自《哈佛商業(yè)評(píng)論》中文版2014年12月刊《破解“團(tuán)體迷思”?》

凱斯·桑斯坦、雷德·海斯蒂?| 文

馬冰侖?丨編輯?