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The frog-in-the-pan (FIP) phenomenon suggests that investors are more sensitive to abrupt price changes than gradual price changes in the stock market. Based on the cognitive-evolutionary model of surprise and the reinforcement learning model, this paper provides a new explanation for the FIP phenomenon in that this phenomenon could be explained by the elicitation of surprise emotion. We predict that when a change substantially and abruptly occurs, the significant prediction error triggers participants' surprise, which makes participants more sensitive to the change. To ascertain these hypotheses, we recruited 109 participants and compared participants' learning rates and surprise responses under different contexts. We observed that participants' learning rate soared when the prediction error was large enough to trigger surprise emotion under abruptly changed conditions and confirmed that the FIP phenomenon could be explained by the elicitation of surprise emotion. In a word, this research demonstrates the significant role of surprise emotion in the decision-making process.
The importance of individual consumption behavior in a low-carbon economy is gradually recognized. Social norms have a significant effect on individual purchase behavior. However, the influence mechanism of social norms still needs more research. We conducted two behavioral experiments to explore the specific factors: first, the effect of descriptive norms on personal low-carbon consumption behavior through feedback information, and second, a comparison with injunctive norms, focusing on the impact of the normative focus shift brought by punishment represented by the policy implementation. The results show that social norms can effectively promote individual low-carbon consumption through feedback and high policy implementation efficiency. In particular, after effective policy implementation becomes an inherent element of injunctive norms, injunctive norms are activated and become the focus of norms, significantly improving the purchase rate of low-carbon goods.
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