守范？失范？——作为参照点的社会规范对决策行为的影响

摘要： 作为参照点的社会规范指个体为实现群体目标保持活动一致性所建立起来的、视为决策与判断标准的规范。社会规范研究经历了从完全理性到有限理性的转变过程。其对决策行为影响的解释机制包括预期理论、后悔理论、“齐当别”抉择模型、程数说和三参照点理论等，能较好解释避税、见死不救与医患冲突等现象。今后研究注意结合社会认知角度，实现研究思想与范式的转变，侧重探索多重参照点、群体决策机制，丰富跨文化研究等，为转型期的守范与失范行为提供科学的解释。
Abstract: The human self-conditions and the situations are the key factors to the compliance or anomie behaviors towards the social norms under the big uncertainties of the overall social environment. Therefore, it is essential to identify the reference point by which people take as the reference for decision making while facing the social norms. The reference point refers to the underlying reference standard that individuals use to judge and evaluate the decision options. Usually, it could be the individual habitus or social norms and customs or the level of personal expectations or aspirations. Because of the universality and stability as features of the reference point, it might explain why the bias and irrational decision-making behaviors occur. In addition to the reference point used by individuals, there is another kind of reference point which emerged from the agreement between an individual and the group. In this paper, the social norm as the reference point refers to the norms used by people as the standards for decision-making and judgment in order to realize the group goals and keep the consistency of the group activities. The research on decision-making behaviors has gone through a process from unbounded rationality to bounded rationality. This paper emphasized the explanation mechanism of social norms under bounded rationality, namely, prospect theory, regret theory, equate-to-differentiate model, route and tri-reference point theory (TRP). The descriptive decision theories listed above give a sound explanation to the phenomena of the social anomie such as tax avoidance, status quo bias, medical trouble relations and the over medicalization. It can offset the insufficient explanation to the anomie made by the normative decision theories under the unbounded rationality. For example, it could use the prospect theory to explain the behavior of tax avoidance, because people consider tax avoidance as a reference point. In other words, paying taxes is equal to a loss. To avoid the pain of loss, people tend to escape of taxation. According to the route, tax refund will encourage people to pay taxes，it is because the psychological feeling of tax refund is stronger than the psychological feeling of taxation. These theories also help us to guide the individual to comply with social norms. Hence the reference point plays an