臺灣大學: 經濟學研究所黃貞穎洪崇瑋Hong, Chong-WeiChong-WeiHong2013-03-272018-06-282013-03-272018-06-282010http://ntur.lib.ntu.edu.tw//handle/246246/253220我們的目標是想了解誘餌效應的神經機制以及誘餌如何影響划算的感覺。 當受試者進行選擇作業時，我們利用功能性磁振造影記錄他們的腦部活動，並分析誘餌如何影響腦部活動和划算的感覺。 首先、我們發現與價格、品質、划算的感覺相關的腦區。 第二、加入部分誘餌後，上述腦區的活動對於價格、品質、划算的感覺變得更敏感。 第三、容易受誘餌影響的受試者，其腦部反應不符合我們的預測。 綜合以上神經結果，划算的感覺的改變可能是引發誘餌效的一種途徑。Our purpose is to understand the neural mechanism of decoy effect and how the presence of decoy influences feeling of good-deal. While subjects engage in choice tasks, we record their cerebral activity by using functional magnetic resonance imaging (fMRI). Then we analyze how decoy affects cerebral activity and feeling of good-deal. Firstly, we find areas of brain correlated with price, quality, and feeling of good-deal. Secondly, the activity of these areas is more sensitive to feeling of good-deal after adding some decoys. Thirdly, the cerebral activity of subjects who are more easily affected by decoy contradicts our prediction. By above neural results, the change of feeling of good-deal may be one way to cause decoy effect.3219665 bytesapplication/pdfen-US誘餌效應划算的感覺功能性磁振造影品質價格decoy effectfeeling of good-dealfunctional magnetic resonance imagingpricequalitythesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/253220/1/ntu-99-R97323022-1.pdf