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On preferring A to B, while also preferring B to A
Rationality and Society ( IF 0.895 ) Pub Date : 2018-07-11 , DOI: 10.1177/1043463118784888
Cass R. Sunstein 1
Affiliation  

In important contexts, people prefer option A to option B when they evaluate the two separately, but prefer option B to option A when they evaluate the two jointly. In consumer behavior, politics, and law, such preference reversals present serious puzzles about rationality and behavioral biases. They are often a product of the pervasive problem of “evaluability.” Some important characteristics of options are difficult or impossible to assess in separate evaluation, and hence choosers disregard or downplay them; those characteristics are much easier to assess in joint evaluation, where they might be decisive. But in joint evaluation, certain characteristics of options may receive excessive weight, because they do not affect much people’s actual experience or because the particular contrast between joint options distorts people’s judgments. In joint as well as separate evaluation, people are subject to manipulation, though for different reasons. It follows that neither mode of evaluation is reliable. The appropriate approach will vary depending on the goal of the task—increasing consumer welfare, preventing discrimination, achieving optimal deterrence, or something else. Under appropriate circumstances, global evaluation would be much better, but it is often not feasible. These conclusions bear on preference reversals in law and policy, where joint evaluation is often better, but where separate evaluation might ensure that certain characteristics or features of situations do not receive excessive weight.

中文翻译:

关于偏爱A而不是B,同时也偏爱B而不是A

在重要的情况下,人们在分别评价两者时更喜欢选项 A 而不是选项 B,而在共同评价两者时,人们更喜欢选项 B 而不是选项 A。在消费者行为、政治和法律中,这种偏好逆转对理性和行为偏见提出了严重的困惑。它们通常是普遍存在的“可评估性”问题的产物。期权的一些重要特征很难或不可能在单独的评估中进行评估,因此选择者会忽视或淡化它们;这些特征在联合评价中更容易评估,在联合评价中它们可能是决定性的。但在联合评价中,选项的某些特征可能会受到过多的重视,因为它们对人们的实际经验影响不大,或者因为联合选项之间的特殊对比扭曲了人们的判断。在联合评估和单独评估中,人们都会受到操纵,尽管原因各不相同。因此,两种评估模式都不可靠。适当的方法将根据任务的目标而有所不同——增加消费者福利、防止歧视、实现最佳威慑或其他东西。在适当的情况下,全局评估会好得多,但往往不可行。这些结论与法律和政策中的偏好逆转有关,联合评估通常更好,但单独评估可能确保情况的某些特征或特征不会受到过分重视。适当的方法将根据任务的目标而有所不同——增加消费者福利、防止歧视、实现最佳威慑或其他东西。在适当的情况下,全局评估会好得多,但往往不可行。这些结论与法律和政策中的偏好逆转有关,联合评估通常更好,但单独评估可能确保情况的某些特征或特征不会受到过分重视。适当的方法将根据任务的目标而有所不同——增加消费者福利、防止歧视、实现最佳威慑或其他东西。在适当的情况下,全局评估会好得多,但往往不可行。这些结论与法律和政策中的偏好逆转有关,在这种情况下,联合评估通常更好,但单独评估可能确保情况的某些特征或特征不会受到过分重视。
更新日期:2018-07-11
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