权力感对禀赋效应的影响

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• 英文论文题名：Power andthe Endowment Effect
• 论文作者：陶圆 ; 马剑虹
• 英文论文作者：Tao Yuan ; Ma Jianhong ; Department of Psychology and Behavioral Sciences ; Zhejiang University
• 年：2015
• 作者机构：浙江大学心理与行为科学系;
• 论文关键词：权力感 ; 禀赋效应 ; 损失厌恶
• 英文论文关键词：power ; the endowment effect ; loss aversion
• 会议召开时间：2015-10-16
• 会议录名称：第十八届全国心理学学术会议摘要集——心理学与社会发展
• 英文会议录名称：Proceedings of the 18th National Academic Congress of Psychology
• 语种：中文
• 分类号：B848
• 学会代码：ZGXG
• 会议名称：第十八届全国心理学学术会议
• 会议地点：中国天津
• 主办单位：中国心理学会
• 学会名称：中国心理学会
• 页数：2
• 文件大小：752k
• 原文格式：D
• 会议级别：全国

摘要

在现实生活中,当人们在拥有某物品时,人们对于对这件物品的估价往往会高于在没有拥有该物品时的估价。这一现象在行为经济学中得到了广泛的研究,被称为禀赋效应。当这一效应体现在具体的生活中时,买卖双方对于物品的价值衡量不一致并不利于交易的达成,因此研究如何能够减少这种不一致对于有着现实的意义。目前,很多关于禀赋效应的研究都是以损失厌恶作为解释的依据。这一种解释强调的即是在交易过程中买卖双方对于交易物品的认知方式和认知差异。总体而言,买卖双方都是从自己将要损失的角度进行认知的,区别在于,买方从损失金钱的角度认知,而卖方从损失物品的角度认知。正是因为买方想要避免付出更多金钱而卖方想要弥补物品的损失,才有了价格差异。而权力感作为一种能够增强人们的积极认知,减少人们消极认知的因素,可能可以通过影响买卖双方对于损失的认知而削弱禀赋效应的作用。因此,两个实验分别被用于检验权力感对于禀赋效应的影响和权力对损失厌恶的影响。实验一采用问卷法,通过权力感量表、禀赋效应量表和损失厌恶问题进行探讨,由153名大学生完成。实验结果证明,高权力感的个体提出了更低的价格,尤其是高社会权力感的个体。实验二是为了复制前人的研究,探讨权力感是否会影响损失厌恶,采用的是实验室实验法,由55名被试参与完成。实验结果证明了损失厌恶的存在,但权力感对损失厌恶的影响没有得到有效的验证。
The endowment effect, one kind of wild-spread phenomenon in the Behavioral Economics area, specially refers to the circumstances in which individuals who possess the certain product usually consider it as more expensive than individuals who do not. When it comes to reality life, this discrepancy between the prices offered by buyers and sellers confines the completion of deals. Therefore, coming up with ways to reduce this discrepancy makes senses. Nowadays, most researches explain the endowment effect with the concept of loss aversion, which emphasizes on differences between buyers' and sellers' cognitive perspective on both the exchange processes and the products. Fundamentally, buyers consider about the amount of money they will lose while sellers consider about the values of products they will lose. In order to avoid losing too much money, buyers tend to pay less while sellers ask for more in order to make up for their losses. Meanwhile, power, the factor which usually fosters people's positive cognitions instead of negative cognitions may be able to diminish the endowment effect by decreasing people's worries about loss. As people pay less attention to their possible losses, their estimates about one product may be similar. As a result two experiments were carried out to explore power's influences on the endowment effect and loss aversion. 153 undergraduate students participated in this experiment and finished the questionnaires which measured power, the endowment effect and loss aversion in Experiment 1. The result showed that, high-social power participants gave out lower prices in both buyer and seller conditions. 55 participants took part in Experiment 2 which was carried out in laboratories. Although Experiment 2 reduplicated the existence of loss aversion, it did not certificate power's effects on loss aversion.

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