The Influence Of Cognitive And Emotional Labels Of Psychological Account On Risk-making Decision

Individuals follow a book keeping in their minds to classify things of value as separate books.And individuals record,organize,and interpret their consumption and expenses using those mental books,which can be termed as mental accounting.In real life,decisions made by individuals are always the consent of rational and irrational decisions.Similarly,people often show behaviors that do not meet expectations in many decisions.Generally speaking,risk means uncertainty to people.In life,there are certain risks in any decision-making.The cost of some decisions can be bearable,but the cost of some major decisions is unbearable and immeasurable for most individuals.In the decision-making process,emotions are also an indispensable factor.The emotional account believes that the emotional factors attached to the process of money source will also affect the individual’s decision-making.Therefore,it is necessary to deepen our knowledge and understanding of risk decision-making.At the same time,we must continue to refine and enrich the research in the field of risk decision-making,and further guide practical activities through theoretical research,reduce irrational behaviors in the process of behavioral decision-making,and reduce decision-making The risks posed.Therefore,this study explores the impact of the two on risk decision processing from the perspective of cognitive labeling and emotional labeling.Study 1 is based on previous research,using risk propensity questionnaires and situational measurement materials to classify participants’ cognitive labels,further exploring the influence of mental account cognitive labels on individual risk decision-making,and verifying existing research on the effect of mental account cognitive labels on individual risk decisions.The impact of individual risk decisions.The results found that the risk decision score under the windfall situation was significantly higher than the risk decision score under the conventional income situation.In addition,we also analyzed the risk decision scores under the mental account cognitive labels of different genders and different family locations.The results did not find significant differences in the risk decision scores of gender and family location under different cognitive labels.The study 2 introduces the concept of emotional labels,and explores the impact of mental account cognitive labels and emotional labels on risk decision-making through questionnaire surveys.The risk decision propensity score under the windfall is significantly higher than the conventional income risk decision propensity.In addition,under the conventional income label,there is no significant difference between the negative emotion risk decision propensity score and the positive emotion risk decision propensity score;the positive emotion risk decision propensity score under the windfall label is significantly higher than the negative emotion risk decision propensity score.Study 3 used laboratory research to further verify and expand the results of Study 2using the Iowa gambling task paradigm,and explore in depth how the interaction of mental account cognitive labels and emotional labels affects risk decision processing.It was found that the subjects’ scores under windfalls were significantly higher than those of regular income.Under regular incomes,the scores of negative emotions were significantly higher than those of positive emotions.Under windfalls,the scores of negative emotions were significantly higher than the scores of positive emotions.Conclusion: Cognitive labels affect risk decision-making behavior,that is,individuals tend to seek risk under windfall,while individuals tend to avoid risk under regular income;the interaction of cognitive labels and emotional labels affects individual risk decision-making.Specifically,under the labels of windfall and regular income,individuals tend to be risk-seeking behaviors in positive emotion.Negative emotions make individuals have a lower tendency to take risks.For regular income,there is no significant difference in risk propensity between negative emotions and positive emotions,but negative emotions are higher than positive emotions in risky behaviors.