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论文编号：	3157
作者编号：	2120092443
上传时间：	2011/6/2 20:08:48
中文题目：	信念价格的禀赋效应与锚定效应研究
英文题目：	A Studay on Endowment Effect and Anchoring Effect of Belief Price
指导老师：	李建标
中文关键字：	信念价格; 实验; 禀赋效应;锚定效应
英文关键字：	elief Price; Experiment; Endowment Effect; Anchoring Effect
中文摘要：	信念描述了个体认为的各种不同结果发生的可能性及效用，信念是决策和行动的基础。决策（行动）主体会根据接收到的信息、与他人行为的互动以及外部环境的刺激不断更新和修订自己的信念。价格是一个主观见之于客观的过程，是当事人对事物（商品）与自己关系的一种价值判断，这一价值判断与他人的判断聚合并以共同信念形式表征时称其为价格，它同样受当事人信念的影响。已有关于价格的文献主要集中在参考价格研究、价格预期研究等方面，游离于评价主体之外，信念价格的提出会将人的信念集合在一起对物品或事件进行评价，能更全面的反应评价主体的主观特质。 禀赋效应和锚定效应是影响个体判断和评价的重要因素。个体不同的风险态度、损失规避等会引起禀赋效应，进而导致个体对信念价格的不同估计；锚定效应也会使个体对信念价格进行不充分的向上或向下调节，导致判断偏差。个体的成交意愿依赖于已有的私人信息和外部信息诱导产生的价格信念，所以研究信念价格在不同条件下的禀赋效应和锚定效应表现形式及其原因有重要的理论和现实意义。 本文沿着行为经济学进路、利用实验的方法，测度信念价格的禀赋效应与锚定效应，主要的创新有：（1）原创信念价格概念，即信念价格描述了不同个体对价格评价的可能性及其效用，进一步反映了价格评价研究中的主体主观特质，丰富了个体不断学习并更新对价格判断的信念体系。（2）通过禀赋效应实验和锚定效应实验，提取并测度信念价格，探究其形成机制与相关影响因素，并对个体在不同条件下对信念价格的调节以及影响调节程度的差异进行对比，寻找禀赋效应和锚定效应对个体信念价格的影响因素，并探索其管理实践应用。 本文的主要内容和结构是：首先在文献研究的基础上梳理出信念价格的线索，其次设计实验测度禀赋效应和锚定效应对信念价格的影响。实验结果表明，剔除异常值后禀赋效应的实验中信念价格对禀赋效应的溢价超过6%；锚定效应的实验中信念价格对锚定效应的溢价也超过6%。总之，禀赋效应和锚定效应均对人们的信念价格有重要影响，这一研究将拓展对价格理论的认知。
英文摘要：	Belief describes the possibility and utility of results. Belief is foundation of decision and action. Individuals will update their belief according to existing experience and environment stimulation. Price is a process of subjective into the objective. Essentially, price is a kind of value evaluation judgment on relation between oneself and item, which is formed when individual has the same focus with others and attributes it as belief. Different individual has different judgment, in other words, diverse individual has diverse price evaluation. Of course, belief inevitably affects price. The research of price evaluation has focused on reference price, price expectation and psychological price. However, all the mentioned above seem some distance to fully reflect individual’s subjective characteristics. In this context, belief price is proposed, which integrates individual belief and group beliefs to evaluate an event or an item, and comprehensive displays individual’s subjective characteristics. Endowment effect and anchoring effect have vital influence on individual judgment and evaluation. Risk attitude and loss aversion can bring about endowment effect, and then cause diverse belief price evaluation. Anchoring effect exists here and there, so does the endowment effect. Endowment effect gives rise to judgment bias as a result of insufficient adjustment of price evaluation. Will to conclude a deal depends on belief elicited by individual private information and external information. Regardless of theory and practice, it is meaningful to research different manifestation of belief price under distinct condition and its formation mechanism of belief price. This thesis, along the behavioral economics and experimental methods, measures endowment effect and anchoring effect of belief price, the main innovations are: (1) The concept of belief price is original, that describes different possibilities and utility of price evaluation, further reflects subjective characteristics of individual, and enriches belief system of individual learning and updating; (2) Through endowment effect experiment and anchoring effect experiment, extract and measure belief price, explore price formation mechanism and influencing factors under distinct conditions, finally conclude some management implications. The main content and structure are: first, based on studies in the literature to tease out clues about belief price, followed by designing of experiments to measure belief prices under endowment effect and anchoring effect. Experimental results show that, belief price in endowment effect experiments has a price premium of more than 6%; while in anchoring effect experiment more than 6%. In short, both of endowment effect and anchoring effect have an important influence on people's belief prices. This study will expand understanding of price theory.
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