Research On The Mechanisms Of Ditortion And Biases In Individual Information Processing

In judging and decision-making, the received message or outside stimulation is re ad and process cognitively in different levels.But because the thinking system has li mitations in processing information and owning available resources, individuals are n ot so rational as the economists described. In short, information processing system w hich human depend on is not perfect in design. With the occurrence of design defec t, information is distorted to some extent and cognitive biases also appear. Most of current studies about information cognitive process focused on the attitude formation, and paid little attention on preference and attitude change. Meanwhile, researches a bout information distortion and cognitive bias were committed to find different distor tion and bias, and made little investigation in how and why it form. For unexplored area in existing relevant researches, the paper try to explore mechanisms causing di stortion and bias by analyzing the effects which message stimulation have on attitud e formation.Firstly, based on the theory summaries, this paper analyzes distortion and bias f rom the feature of person, message and task situation. Second, the paper constructed cognitive information processing and attitude formation model, and recognized influ ence relationship in the process of attitude formation. Finally, the paper innovativel y designed quantitative measures of distortion and bias,and embarked on an explorin g research which explained the distortion and bias formation mechanism based on dat a analysis. A few important conclusions were made in my study:(1) Perceived Message Usefulness have a significant impact on the formation of information distortion and co gnitive bias; (2) Cognitive Conflicts contributed significantly to the formation of infor mation distortion and cognitive bias; (3) Preference for Consistency significantly affec t the formation of information distortion and cognitive bias, and individual knowledg e level weaken the influence.This paper extended and diversified relevant research results on individual informa tion cognitive processing, attitude formation, information distortion and cognitive bias in the field of psychology, meanwhile systematically analyzed the impact which mess age stimulation imposed on individual attitude, and explore the cause of information d istortion and cognitive bias. Distortion and Bias is the general issues existing in man y research areas, such as Marketing, decision-making, Investments etc., and the resear ch on common problem is helpful to carefully understand individual decision regulari ty, and standardize their behaviors.In fact, distortion and bias occurred in most of d ecisions environment come from information cognitive process. Related researches we re all the scene-research and case-study, on which Information Studies pay little atten tion, so the paper will be supplement and advancement to the Cognitive Science research in Information Science field.