Korean Management Science Review (경영과학)

The Korean Operations Research and Management Science Society (한국경영과학회)
권호 표지

The Effects of Decision-Making Situation In Ultimatum Game

최후통첩게임에서 의사결정 상황의 영향

  • Published : 2008.07.31
Download PDF
⟨ Previous Next ⟩

Abstract

In the ultimatum game two players have to divide a certain amount of money between them. One player is the allocator and proposes a division of the money. The other is the recipient and can either accept or reject the proposed division. If the recipient accepts, the money is divided as proposed. If the recipient rejects, however, both players receive nothing. Purchase decisions could be classified on two basic factors (or dimensions) : involvement and think/feel in the FCB grid model. In this study we studied the influences of the two factors in purchase decisions on the choice of strategy (or propensity to fairness) in the ultimatum game. The empirical study showed that a decision maker chooses rational strategy more frequently when he (or she) is thinkful (or cognitive) in high involvement level.

Keywords

References

  1. 설선혜, 최인철, "최후 통첩 게임에서의 자기 선 택과 타인 조언", 한국 심리학회 2007 연차학술대회논문집, (2007), pp.422-423
  2. 이명천, "광고전략모델의 이론적 타당성과 적용 가능성에 관한 연구 - FCB그리드모델을 중심 으로-", 광고학연구, (1990), pp.137-156
  3. 장대련, 한민희, 광고론, 학현사, 2006
  4. Blount, S., "When Social Outcomes Aren't Fai r：The effect of causal attributions on preferences," Organizational Behavior and Human Decision Processes, Vol.63(1995), pp.131-144 https://doi.org/10.1006/obhd.1995.1068
  5. Bolton, G.E. and R. Zwick, "Anonymity Versus Punishment in Ultimatum Bargaining," Games and Economic Behavior, Vol.10(1995), pp.95- 121 https://doi.org/10.1006/game.1995.1026
  6. Camerer, C.F. and R.H. Thaler, "Ultimatums, Dictators and Manners," The Journal of Economic Perspectives, Vol.9(1995), pp.209-219
  7. Crosen, R. and N. Buchan, "Gender and Culture： International Experiment Evidence From Trust Games," The American Economic Review, Vol.89, No.2(1999), pp.386-391 https://doi.org/10.1257/aer.89.2.386
  8. De Dreu, C.K.W., J.C. Lualhati, and C.M. McCusker, "Effects of Gain-Loss Frames on Satisfaction with Self-Other Outcome Differences," European Journal of Social Psychology, Vol.24(1994), pp.497-510 https://doi.org/10.1002/ejsp.2420240407
  9. Güth, W., R. Schmittberger, and B. Schwarze, "An Experimental Analysis of Ultimatum Games," Journal of Economic Behavior and Organization, Vol.3(1982), pp.367-388 https://doi.org/10.1016/0167-2681(82)90011-7
  10. Güth, W. and R. Tietz, Auctioning ultimatum bargaining position, In Scholz, R.W. (ed.), Current Issues in West German Decision Research, Lang, Frankfurt, Germany, (1986), pp. 60-73
  11. Güth, W. and R. Tietz, "Ultimatum Bargaining Behavior：A Survey and Comparison of Experimental Results," The Journal of Economic Perspectives, Vol.11(1990), pp.417-449
  12. Handgraaf, M.J., J.E., Van Dijk, and D. De Cremer, "Social Utility in Ultimatum Bargaining," Social Justice Research, Vol.16, No.3 (2003), pp.263-283 https://doi.org/10.1023/A:1025940829543
  13. Handgraaf, M.J.J., E. Van Dijk, H.A.M. Wilke, and R. Vermunt, "Evaluability in Ultimatum Games," Manuscript submitted for publication, 2002
  14. Hofmann, E., K. McCabe, and V.L. Smith, "On expectations and Monetary Stakes in Ultimatum Games," International Journal of Game Theory, Vol.25(1996a), pp.289-302 https://doi.org/10.1007/BF02425259
  15. Kagel, J.H., C. Kim, and D. Moser, "Fairness in Ultimatum Games with Asymmetric Information and Asymmetric Payoffs," Games and Economic Behavior, Vol.13(1996), pp.100-110 https://doi.org/10.1006/game.1996.0026
  16. Knez, M.J. and C.F. Camerer, "Outside Options and Social Comparison in Three-Player Ultimatum Game Experiments," Games and Economic Behavior, Vol.10(1995), pp.65-94 https://doi.org/10.1006/game.1995.1025
  17. Kramer, R.M., C.G., McClintock, and D.M. Messick, "Social Values and Cooperative Response to a Simulated Resource Conservation Crisis," Journal of Personality, Vol.54 (1986), pp.576-592 https://doi.org/10.1111/j.1467-6494.1986.tb00413.x
  18. Loewenstein, G.F., L. Thompson, and M.H. Bazerman, "Social Utility and Decision Making in Interpersonal Contexts," Journal of Personality and Socical Psychology, Vol.57(1989), pp.426-441 https://doi.org/10.1037/0022-3514.57.3.426
  19. Messick, D.M. and K.P. Sentis, "Estimating Social and Nonsocial Utility Functions from Ordinal Data," European Journal of Social Psychology, Vol.15(1985), pp.389-399 https://doi.org/10.1002/ejsp.2420150403
  20. Ratchford, Brain T., "New Insights about the FCB GRID," Journal of Advertising Research, Vol.27, No.4(1987), pp.24-38
  21. Sanfey, A.G. et al., "The Neural Basis of Economic Decision-Marketing in the Ultimatum Game," Science, Vol.300(2003), pp.1755-1758 https://doi.org/10.1126/science.1082976
  22. Suleiman, R., "Expectations and Fairness in a Modified Ultimatum Game," Journal of Economic Psychology, Vol.17(1996), pp.531-554 https://doi.org/10.1016/S0167-4870(96)00029-3
  23. Thaler, R.H., "Anomalies：The ultimatum game," The Journal of Economic Perspectives, Vol.2(1988), pp.195-206 https://doi.org/10.1257/jep.2.4.195
  24. Thaler, R.H., The Winner's Curse：Paradoxes and Anomalies of Economic Life, Princeton University Press, Princeton, NJ., 1992
  25. Van Dijk, E. and R. Vermunt, "Strategy and Fairness in Social Decision Making：Sometimes it pays to be powerless," Journal of Experimental Social Psychology, Vol.36(2000), pp.1-25 https://doi.org/10.1006/jesp.1999.1392
  26. Van Lange, P.A.M., "The Pursuit of Joint Outcomes and Equality in Outcomes：An Integrative Model of Social Value Orientations," Journal of Personality and Social Psychology, Vol.77(1999), pp.337-349 https://doi.org/10.1037/0022-3514.77.2.337
  27. Van Lange, P.A.M. and D.M. Kuhlman, "Social Value Orientations and Impressions of Partner's Honesty and Intelligence：A test of the morality effect," Journal of Personality and Social Psychology, Vol.67(1994), pp.126-141 https://doi.org/10.1037/0022-3514.67.1.126
  28. Vaughan, R., "How Advertising Works：A planning model," Journal of Advertising Research, Vol.20, No.5(1980), pp.27-33