경영과학 (Korean Management Science Review)
- 제16권1호
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- Pages.101-113
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- 1999
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- 1225-1100(pISSN)
Discontinuity of Representativeness Heuristic
초록
The individual behavior on considering prior information when one assesses the probability of uncertain event by representativeness heuristic has been investigated. While prior researches proposed two contrasting behaviors on the employment, we tested the mixed hypothesis that individual ignores the prior information to some extents and begins to consider it above certain threshold when the evidence of representativeness is not salient. The threshold effect of prior probability is positively experimented and the results strongly support the discontinuity hypothesis of representativeness heuristic.
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