Study On The Effect Of Information Presentation And Cognitive Style On Risk Seeking

Risk avoidance refers to two or more of the available options, in contrast, individual prefers low risk. On the contrary, risk seeking is defined as when there are two or more of the available options, individual is more inclined to choose higher risk options. Today, research on risk-communication react on the decision-making is a hot topic, and found that when the information by a different characterization will give rise to different risk preferences. In recent years, some researcher use the negative information by numerical presentation and graphical presentation, and found the graphical is better than the number to risk avoidance. Thus proposed "graphical effect" concept, presented in a graphical manner more arouse some kind of behavioral response. Risk seeking and risk avoidance, are two kinds of risk preference in risk decision-making, in order to obtain a more satisfactory result. Thus,is the "graphical effects" draw from risk avoidance still at risk seeking?Explored "graphical effect" mechanism in the risk avoidance, only to consider the presentation of information, there is no depth to consider the information processing patterns. Among the cognitive style, the thought process of verbal style inclined to characterize the information in the form of the"word", the thought process of imagery style inclined to characterized information in the form of the"imagery". Therefore, Based on two kinds of numerical and graphical presentation, Verbal-Imagery taken into account to explore risk seeking and decision-making'time in the experiment.Based on the above analysis, this study, college students as the research object. Experiment 1 using single-factor experimental design, find that "graphical effect" still exist in the risk seeking. Experiment2, two factors experimental design,study on the effect of information presentation,cognitive style on risk seeking and decision-making'time. The results of the study involve:1.Information presentation have a significant impact to risk seeking, graphical cause more risk seeking than numerical,"graphical effecf"is still at risk seeking.2.In the numerical presentation, risk seeking be influenced by the relative risks size on two alternative options, and in the graphical presentation, risk seeking be influenced not by the relative risks size on two alternative options, but by the main thing is the relative benefit size on the two alternative options.3. Cognitive style does not affect the risk seeking, but in the graphical presentation, the decision-making'time of the imagery style was significantly faster than the verbal style, while the numerical presentation the differences of verbal-imagery style not significant.