기술·알고리즘 | Cases and Studies of Technology & Algorithm in Lottery & Gambling | 技术 & 算法
- date : 2015-05-20 01:10|hit : 2426
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- Article] An exploratory study of cognitive effort involved in decision under Framing-an application of the eye-tracking technology
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DocNo of ILP: 2972
Doc. Type: Article
Title: An exploratory study of cognitive effort involved in decision under Framing-an application of the eye-tracking technology
Authors: Kuo, FY; Hsu, CW; Day, RF
Full Name of Authors: Kuo, Feng-Yang; Hsu, Chiung-Wen; Day, Rong-Fuh
Keywords by Author: Eye tracking; Framing effect; Prospect theory; Decision making; Cognitive effort
Keywords Plus: RISKY DECISIONS; PROSPECT-THEORY; CHOICE; INFORMATION; FRAMES; INTENTIONS; THINKING; RATIONALITY; MOTIVATION; EXPERIENCE
Abstract: The framing effect, proposed by Tversky and Kahneman [A. Tversky. D. Kahneman, The framing of decisions and the psychology of choice, Science 211 (4481) (1981) 453-458.], refers to the phenomenon that varying the presentations of the same problem can systematically affect the choice one makes. In this research we have reviewed a literature related to the framing effect and neurobiological studies of emotion. This review leads us to conceptualize that framing may induce emotion, which in turn impinges on the level of cognitive effort that subsequently shapes the framing effect. We then employ the eye-tracking technology to explore the differences in cognitive effort under both positive and negative framing conditions. Among the four experimental problems, disease and gambling problems are found to exhibit the framing effect, while the kittens' therapy and the plant problem do not. In analyzing the level of eye movement for the four problems. we find that cognitive effort asymmetry plays a critical role in the production of the framing effect. That is, for the two problems that display the framing effect, subjects expend more effort in the negative framing condition than they do in the positive, yet the framing effect persists, indicating that they cannot change their cognitive inertia despite this increase in cognitive effort. The finding has potential implications for the design of information presentation to facilitate decision making. (C) 2009 Elsevier B.V. All rights reserved.
Cate of OECD: Computer and information sciences
Year of Publication: 2009
Business Area: gamble
Detail Business: gamble
Country: Netherlands
Study Area:
Name of Journal: DECISION SUPPORT SYSTEMS
Language: English
Country of Authors: [Hsu, Chiung-Wen] Cheng Shiu Univ, Dept Informat Management, Kaohsiung, Taiwan; [Kuo, Feng-Yang] Natl Sun Yat Sen Univ, Coll Management, Dept Informat Management, Kaohsiung 80424, Taiwan; [Day, Rong-Fuh] Natl Chi Nan Univ, Dept Informat Management, Nantou, Taiwan
Press Adress: Hsu, CW (reprint author), Cheng Shiu Univ, Dept Informat Management, Kaohsiung, Taiwan.
Email Address: bkuo@mis.nsysu.edu.tw; sandrahsu33@gmail.com; de600620@ms4.hinet.net
Citaion:
Funding:
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Number of Citaion: 71
Publication: ELSEVIER SCIENCE BV
City of Publication: AMSTERDAM
Address of Publication: PO BOX 211, 1000 AE AMSTERDAM, NETHERLANDS
ISSN: 0167-9236
29-Character Source Abbreviation: DECIS SUPPORT SYST
ISO Source Abbreviation: Decis. Support Syst.
Volume: 48
Version: 1
Start of File: 81
End of File: 91
DOI: 10.1016/j.dss.2009.06.011
Number of Pages: 11
Web of Science Category: Computer Science, Artificial Intelligence; Computer Science, Information Systems; Operations Research & Management Science
Subject Category: Computer Science; Operations Research & Management Science
Document Delivery Number: 527KN
Unique Article Identifier: WOS:000272366100009
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