An Empirical Research On The Influence Of Availability Heuristic On The Behavior Of Risk Decision Making

Nowadays,because of the economy of our country develops flourishing,risk decision making is more and more important in our daylily life.Because the decision maker's bounded rationality and the imperfectness of decision-making environment,they can not collect all the information to make a decision.When people are making a risk decision,they always depended on heuristics.Then it can economize cognitive resources and improve decision-making effectively.Today,the scholar who is form different field has already discovered much kind of heuristics.This study combine the qualitative research method and quantitative research method to discuss the influence on risk decision making which are form emotion and cognitive.The results are as follows:1.Different availability heuristics based on different outcomes has its own dimensions.2.The availability heuristics based on successful outcomes always use Bottom-Up processing way and the availability heuristics based on frustrated outcomes always use Top-Down processing way.3.The availability heuristics based on successful outcomes induce people use Bottom-Up processing way to process the decision problems,and the availability heuristics based on frustrated outcomes induce Top-Down processing way to process the decision problems.4.The availability heuristics based on successful outcomes induce risk-trend,and he availability heuristics based on frustrated outcomes induce risk- avoid.5.The availability heuristics and decision frame has interaction,and influence the tendency of risk decision making.6.The availability heuristics based on different outcomes and emotion appearance mood congruence effect hypothesis.7.The availability heuristics and decision frame has interaction,and influence the tendency of risk decision making.