DOI: 10.14704/nq.2018.16.6.1676

Cognitive Mechanism and Behavioral Law of Trust among Cooperative Innovation Partners in Small and Medium-sized Enterprises Based on Event Related Potentials

Zhilong Xu, Shuai Zhai

Abstract


To study the cognitive mechanism and behavioral law of trust among cooperative innovation partners in small and medium-sized enterprises based on ERP. Based on the economic environment, reputation and interpersonal relationship, when factors change, the investment decision behavior of decision-makers and the cognitive process of information stimulus are investigated. When decision makers are faced with positive information stimulus, the difference in individual risk preference is significant in the P3 amplitude, indicating that the difference in individual risk preference has a low impact on the decision-making attitude caused by positive information. Both high-risk seekers and low-risk seekers expect high investment and believe that there will be high returns. Both experimental data and EEG data show that the behavior of collaborators in the process of cooperation exerts an impact on the trust and investment behavior of investment decision makers.

Keywords


Cooperative Innovation Partners in Small and Medium-sized Enterprises, Cognitive Mechanism and Behavioral Law, Research

Full Text:

PDF

References


Anderson LR, Mellor JM. Predicting health behaviors with an experimental measure of risk preference. Journal of Health Economics 2008; 27(5): 1260-74.

Antoniou C, Harrison GW, Lau MI, Read D. Subjective Bayesian beliefs. Journal of Risk and Uncertainty 2015; 50(1): 35-54.

Holt CA, Laury SK. Risk Aversion and Incentive Effects. American Economic Review 2002; 92(5): 1644-55.

Johansson-Stenman O. Risk aversion and expected utility of consumption over time. Games and Economic Behavior 2010; 68(1): 208-19.

Karni E. A theory of medical decision making under uncertainty. Journal of Risk and Uncertainty 2009; 39(1): 1-16.

Lévy-Garboua L, Maafi H, Masclet D, Terracol A. Risk aversion and framing effects. Experimental Economics 2012; 15(1): 128-44.

Low H, Maldoom D. Optimal taxation, prudence and risk-sharing. Journal of Public Economics 2004; 88(3): 443-64.

Ross SA. Compensation, Incentives, and the Duality of Risk Aversion and Riskiness. Journal of Finance 2010; 59(1): 207-25.

Schmidt U, Seidl C. Reconsidering the common ratio effect: the roles of compound independence, reduction, and coalescing. Theory and Decision 2014; 77(3): 323-39.

Woodard JD, Pavlista AD, Schnitkey GD, Burgener PA, Ward KA. Government Insurance Program Design, Incentive Effects, and Technology Adoption: The Case of Skip-Row Crop Insurance. American Journal of Agricultural Economics 2012; 94(4): 823-37.


Supporting Agencies





| NeuroScience + QuantumPhysics> NeuroQuantology :: Copyright 2001-2018