Decision Preference Different Assessment Mode

Domestic scholars have mainly focused on changing the inducing information and reaction mode in the past few researches in order to find out the variability of decision preference. To study people’s preference by changing the evaluation mode, foreign researchers had done a lot of researches, but most researches are conducted by changing the presentation of the option itself, or attribute information such as the relationship between options to reference point to study the evaluation mode effect on people’s decisions. But only a few of them had been studied individual’s subjective characteristics and relationships background which will affect the decision people made. Many studies have proved that, the Chinese and western are having so much difference,and they have formed different way of thinking due to different geographical environment, historical origin, philosophy, religion and cognitive psychology and other reasons. Therefore our paper will study the impact which evaluation model and relationships background on people’s preference through changing people’s fair perception which will also considering our unique culture and psychological characteristics.This study includes two experiments.The first part is mainly to test whether the classic evaluation mode effects in foreign countries is still exsit in China;The second part will study the effect of the evaluation mode and relationships background, and we also considered China’s unique conditions that there are so many families which had only one child,how does this affect people’s perception of fairness,and does this affect people’s decision preference.We discussed it in our study.The main results are elaborated as follows.1. For option which is revenue maximization but is not fair, different modes of evaluation and the relationship background had a significant effects of people’s decision satisfaction. The main effect of evaluation mode and the relationship background are all significant. 2. For option which is fair, different modes of evaluation and the relationship background had a significant effects of people’s decision satisfaction. The main effect of the evaluation mode, the relationship background are significant. The interaction effect is significant too.3. When people in background are relatives,the degree of satisfaction of option which is revenue maximization but not fair that people fell in both evaluation modes are higher than people under none relationship background.4.For none relationship background,people prefer option which is fair no matter in which evaluation mode they are.5. When evaluate options under separate mode,people who is the only child of their families prefer option which is revenue maximization while people who are not the only child of their families prefer fairness option.