The Construction of Preference

摘要: Dowe really knowwhatwewant?Ormustwe sometimes construct our preferences on the spot, using whatever cues are available – even when these lead us astray? One of main themes that has emerged from behavioral decision research during past three decades is view people’s often constructed in process elicitation. This idea derived studies demonstrating normatively equivalent methods elicitation (e.g., choice and pricing) give rise to systematically different responses. These preference reversals violate principle procedure invariance fundamental all theories rational choice. If procedures produce orderings options, how can be defined what sense do they exist? book shows not only historical roots construction but also blossoming conceptwithin psychology, law,marketing, philosophy, environmental policy, economics. Decision making now understood a highly contingent form information processing, sensitive task complexity, time pressure, response mode, framing, reference points, other contextual factors.