Research On The Psychological Anchor Of Decision Of Entrepreneurs Sha Yanfei

The entrepreneurs must make right decisions facing fuzzy, uncertain, conflicting requirements and bearing huge pressure. Relative to complexity of psychological world of entrepreneurs and importance of strategic decisions, the pure rationality or academic description and computation of decision-making process are unrealistic, and the kinds of pure intuition or experient advice and speculation are unreliable. To establish adaptive and psychological standard is the basic mechanism and also the key link in the process of efficient decision to cope with different decision situations.Both the optimal decision theory and the satisfactory decision theory failed to describe entrepreneurs’decision-making reality well. In terms of the optimal decision theory, the determination of the optimal standard is only applicable to standardization and abstract environment.and the optimal standard is just a fantasy and beyond theoretical margin because entrepreneurs often face a high degree of uncertainty. Simon (H.A.S imon) was awarded the Nobel Prize in economics for its decision making theory in1978. He proposed the theories of’bounded rationality" and " satisfactory standard" to criticize the theory of optimal decision. However, Simon’s satisfaction standard directly was applied to the realistic choice, However.there are still some certain theoretical defects. How to determine the lowest satisfactory standard. How to determine the degree of satisfactory standard? Whether satisfactory standard has degree level?Whether and why is there a difference among the different main body? Why and how satisfactory standard of the same subject change?These problems are worth further discussing and explaining. Simon was trying to use a certain satisfactory value to deny optimal value which was impossible to determine. Kahneman (Kahneman), Gigerenzer and Sarasvathy heired Simon theory.and they also failed to clearly expounded the composition and formation mechanism of " satisfactory standard ".In the face of complex, highly uncertain situations, it is vital for the entrepreneur to foucs,dentify and select the appropriate psychological factors to make criteria decisions effectively. In this paper, on the basis of theoretical analysis, inheritance and criticism,we extract the core concept of "psychological anchor of decision". From theory and practice, we prove its existence, analyze its internal structure, discuss its operational mechanism. Entrepreneurs’"psychological anchor of decision" is the structure of psychological standard and embodies the substitutive characteristics of entrepreneur’s decision. It is composed by the decision-making will, decision-making expection and decision-making ability. And it anchors the behavior of entrepreneurs’ decision. Achievement orientation and self-control are mainly two dimensions of decision-making will. Confidence and opportunity are mainly two dimensions of decision-making expection. Responsibility force and creativity force are mainly two dimensions of decision-making ability.Some important results and conclusions are presented as follow:(1) the psychological anchor of decision of entrepreneurs is the high order structure of "three factors-double dimensions". There are at least three types of entrepreneur:decision-making will decision-making expection and decision-making ability. It was verified in a qualitative study on the sixteen well-known entrepreneurs.(2) The analysis of confirmatory factor shows that the "six factors" and "three factors" model of fitting effect of inner structure of the psychological anchor of decision are close. Both are good structure, and fitting effect of competition model of single factor is much less.(3) Decision-making will, decision-making expection and decision-making ability have a positive influence on risk decision-making behavior, while decision-making expection has greater influence. The overall impact of psychological anchor of decision on risk decision-making behavior is higher than its component part.In this paper, the trial innovation can be summarized as:(1) The core concepts are put forward, psychological anchor of decision is structure of psychological standard. Entrepreneurs will focus on whether decision-making plan is in line with the will whether it has a certain expected benefits, whether it is workable.(2) We Systematicly integrate the theory of entrepreneurs’decision-making behavior. We integrate and enrich the theory of entrepreneurs’ decision-making behavior supported by Multidisciplinary theory and a variety of research methods.(3) Using the analysis technology of "code in Vivo". We hane collected the latest information from the Internet. By the analysis technology of "code in Vivo" of latest version NVivo10.0, we have analyzed comprehensively and objectively the entrepreneurial psychological characteristics.It is completely different from the traditional manual and "pre-conceived" coding technology.(4)The evaluation model of psychological anchor of decision is put forward. We have built the evaluation model of "three dimensional-eight branches" of psychological anchor of decision by using different combinations of the three psychological standard factors. We have provided a framework and basic method of analysis to assess the psychological anchor of decision.The theory of psychological anchor of decision is the succession and development of Simon’s decision theory. It scientifically explains the composition and mechanism of satisfactory standard. It also effectively answers the" problem of march". We can help entrepreneurs to cognize and djust decision-making mind correctly. We can help entrepreneurs to achieve satisfactory states which is close to optimal decision. We can also train and guid entrepreneurs to take more risk of Innovation.Conditioned by professional qualification, there are some deficiencies in this study. Hope the further exploration in the future.