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首页> 外文期刊>Journal of Business Research >The influence of horizontal and vertical product attribute information on decision making under risk: The role of perceived competence
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The influence of horizontal and vertical product attribute information on decision making under risk: The role of perceived competence

机译：水平和垂直产品属性信息对风险决策的影响：感知能力的作用

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Classical decision theory assumes that risk is negatively associated with the attractiveness of an option. Thus, it is not surprising that individuals may seek to reduce the level of risk associated with a purchase by choosing a product based on information that allows a direct evaluation of objective value. This research proposes that, under risk, individuals prefer to utilize information that they perceive themselves to be more knowledgeable as a result of a tendency toward favorable perceptions of their own competence, which could lead to choices with negative implications for one's own experienced utility. We demonstrate that, under higher levels of risk, decision makers increase their reliance on attributes that reflect their own personal preference (i.e., horizontal attributes) rather than on attributes that unambiguously indicates a superior product (i.e., vertical attributes) when making a choice. This result is reversed when knowledge about vertical attributes is increased.
机译：经典决策理论假设风险与期权的吸引力负相关。因此，个人可以基于允许直接评估客观价值的信息来选择产品，以寻求降低与购买相关的风险水平，这不足为奇。这项研究提出，由于处于对自己能力的有利看法的趋势中，个人倾向于在危险中使用他们认为自己更加了解的信息，这可能会导致对自己的经验效用产生负面影响的选择。我们证明，在较高的风险水平下，决策者增加了对反映自己个人偏好的属性（即水平属性）的依赖，而不是在做出选择时明确表示高级产品的属性（即垂直属性）的依赖。当增加有关垂直属性的知识时，此结果将被逆转。

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