Research On The Difference Of Single/multiple Decision Behaviors Based On The Degree Of Consistency Cognition And Reference

Many researchers have engaged in the investigation since Samuelson discovered the behavior differences between single and multiple decision making.Both the compensatory model theory and non compensatory model have explanation on this phenomenon.This paper points out the explanation that in the multiple decision making,the connection between probability and behavior consequences of repeated decision makings are emerged,which leads to a higher consistency between decision consequence and expectancy value,thus the decision maker can rationalize their behavior based on the reference of probability message.Whereas in the condition of single decision making,because of the lack of the connection between probability and behavior consequences,decision makers are difficult to seize the risk decision as they use non compensatory rules to guide their behavior.We recruited 739 college students,and four relative study are made based on the single/multiple decision paradigm.The purpose of study 1 is to examine the decision makers' coherence cognition of possible consequence and expectancy value.We examined the coherence of decision consequence and expectancy value of single and multiple decision making in three conditions which are wining ?250 with the probability of 1/3,wining ?200 with the probability of 1/2 and wining ?30 with the probability of 1/10.Results show that the coherence in the multiple decision making is higher than in the single decision making.The purpose of study 2 is to examine whether decision makers will refer more information when the coherence of decision situation is high and the message which provide is strong.This part consists of two experiment.The results of experiment 1 show that decision makers tended to believe wining in the multiple decision,with the expectancy value was positive.They also considered the stronger reference in that circumstance and were willing to take the risk decision games.The results of experiment 2 proves that the certainty of a risk decision game influences the decision makers' willingness to play and the positive expectancy value games were easier to accept when the certainty is stronger.In the study 3 we examined the consistency cognition of decision maker,the reference of decision message and the prediction of decision behavior by consequence cognition.The results show that all these three factors were able to predict the decision makers' willingness to accept a risk decision game significantly.The study 4 examine whether single and multiple decision making obey the same behavior rules by using experimental separation experiment.The results show that behavior difference was significant between single and multiple decision making when decision makers facing the money-objective compensatory decision situation.However it was not significant when facing the life-objective compensatory decision situation.We draw some conclusions as follows through the analysis of results:1.The difference between single and multiple decision making is a stable phenomenon,and the increase of decision times enhance the tendency to seek risk in the positive expectancy value decisions significantly.2.In the multiple decision making,the connection between probability and behavior consequences of repeated decision makings are emerged,which leads to a higher consistency between decision consequence and expectancy value than that in single decision making.3.Decision makers are not totally rational when they make a choice.In the multiple decision making,due to the connection between probability and behavior consequences of repeated decision makings,decision makers are able to predict the results by probability information accurately;whereas in the single decision making,due to the lack of the connection between probability and behavior consequences of repeated decision makings,decision makers can hardly predict the results by probability information as to use non compensatory rules to guide their behavior.4.The prediction of decision makers' choice can be accurately made by the information of decision makers'coherence cognition,the reference of decision information and consequence cognition.