Effect Of The Reference Point On Decision Outcome Evaluation In Different Emotional States

Emotion has enormous implications on individuals’ behavior, and penetrates in everyaspect of decision making. The study of the effect of emotion on decision making is nodoubt a huge contribution to the development of decision-making research. In this article,we mainly discuss the effect of reference points on subsequent emotion and decisionoutcome evaluation in two different affective states.In our research, there are three2×2between-subjects design. We measured decisionevaluation from satisfaction, regret and the change of affective tone.In study1, we make the outcome of alternative decisions as a reference point,randomly control two independent variables which include mood （positive or negative）and decision outcome （winning or losing outcome）, examine how the participantsevaluate their win or loss outcome in different affective states. It shows that when thesalient alternative reference point is available, positive losers who chose low risk gamehave higher satisfaction than winners but experience less regret. Whereas winners those innegative moods are more satisfied than losers but also experience more regret. Regardlessof the outcome they receive, change in affective tone of those in negative moods is morethan those in positive moods.Study2, which has the same method and steps as study1, is in order to examine theeffect of reference points in previous study. The only difference is that participants have nochoice to choose the game. It shows that when there is no alternative reference point, bothpositive and negative winners have higher satisfaction than losers. Only when they win,change in affective tone of those in negative moods is more than those in positive moods.Study3also has the same method and steps like study1. But in which participantsdon’t know each other, has different samples from study1. It shows that when there is nodecision outcome as external reference point, both positive and negative losers have farlower satisfaction than that with win outcome. Only when they win, change in affectivetone of those in negative moods is more than those in positive moods.