The main purpose of this study is to examine how risk perception is influenced by the type of disaster (flood or landslide) and victim characteristics. The data reported here are based on the National Risk Perception Survey (NRPS) that was administered for the victims and the general public in Taiwan in 2004. In that year, many towns in Taiwan were seriously affected by floods and landslides, resulting in huge economic losses and fatalities. The primary findings are: (1) the victims and the general public are concerned about the different potential hazards that might affect their residential area, (2) the negative associations between the sense of controllability and the perceived impact is high for landslide victims, but not for flood victims, and (3) disaster type, gender, and previously experienced disasters are good predictors of victims' attitudes toward natural disasters.

BackgroundDunn et al. performed a critical review identifying some problems in the Somatic Marker Hypothesis (SMH). Most of the arguments presented by Dunn focused on the insufficiencies for replication of skin conductance responses and somatic brain loops, but the study did not carefully reassess the core-task of SMH. In a related study, Lin and Chiu et al. identified a serious problem, namely the "prominent deck B phenomenon" in the original IGT. Building on this observation, Lin and Chiu also posited that deck C rather than deck A was preferred by normal decision makers due to good gain-loss frequency rather than good final-outcome. To verify this hypothesis, a modified IGT was designed that possessed high contrast of gain-loss value in each trial, with the aim of achieving a balance between decks A and C in terms of gain-loss frequency. Based on the basic assumption of IGT, participants should prefer deck C to deck A based on consideration of final-outcome. In contrast, based on the prediction of gain-loss frequency, participants should have roughly equal preferences for decks A and C.MethodsThis investigation recruited 48 college students (24 males and 24 females) as participants. Two-stage IGT with high-contrast gain-loss value was launched to examine the deck C argument. Each participant completed the modified IGT twice and immediately afterwards was administered a questionnaire to assess their consciousness and final preferences following the game.ResultsThe experimental results supported the predictions regarding gain-loss frequency participants choose the deck C with nearly identical frequency to deck A, despite deck C having a better final outcome than deck A. The "sunken deck C" phenomenon is clearly identified in this version of IGT which achieves a balance in gain-loss frequency. Moreover, the "sunken deck C" phenomenon not only appears during the first stage, but also during the second stage of IGT. In addition, questionnaires indicated that normal decision makers disliked deck C at the consciousness (explicit) levels.ConclusionIn the modified version of IGT, deck C was no longer preferred by normal decision makers, despite having a better long-term outcome than deck A. This study identified two problems in the original IGT. First, the gain-loss frequency between decks A and C is pseudo-balanced. Second, the covered phenomenon leads to most IGT related studies misinterpreting the effect of gain-loss frequency in situations involving long-term outcomes, and even leads to overstatement of the foresight of normal decision makers.

Over past decade, the Iowa gambling task (IGT) has been utilized to test various decision deficits induced by neurological damage or psychiatric disorders. The IGT has recently been standardized for identifying 13 different neuropsychological disorders. Neuropsychological patients choose bad decks frequently, and normal subjects prefer good expected value (EV) decks. However, the IGT has several validity and reliability problems. Some research groups have pointed out that the validity of IGT is influenced by the personality and emotional state of subjects. Additionally, several other studies have proposed that the “prominent deck B phenomenon” (PDB phenomenon) – that is, normal subjects preferring bad deck B – may be the most serious problem confronting IGT validity. Specifically, deck B offers a high frequency of gains but negative EV. In the standard IGT administration, choice behavior can be understood with reference to gain-loss frequency (GLF) rather than inferred future consequences (EV, the basic assumption of IGT). Furthermore, using two different criteria (basic assumption vs. professional norm) results in significantly different classification results. Therefore, we recruited 72 normal subjects to test the validity and reliability of IGT. Each subject performed three runs of the computer-based clinical IGT version. The PDB phenomenon has been observed to a significant degree in the first and second stages of the clinical IGT version. Obviously, validity, reliability, and the practice effect were unstable between two given stages. The present form of the clinical IGT version has only one stage, so its use should be reconsidered for examining normal decision makers; results from patient groups must also be interpreted with great care. GLF could be the main factor to be considered in establishing the constructional validity and reliability of the clinical IGT version.

BackgroundBehavioral decision making literature suggests that decision makers are guided less by final outcome than by immediate gain-loss. However, studies of the Iowa Gambling Task (IGT) under dynamic and uncertain conditions reveal very different conclusions about the role of final outcome. Another research group designed a similar yet simpler game, the Soochow Gambling Task (SGT), which demonstrated that, in dynamic decision making, the effect of gain-loss frequency is more powerful than that of final outcome. Further study is needed to determine the precise effect of final outcome on decision makers. This experiment developed two modified SGTs to explore the effect of final outcome under the same gain-loss frequency context.MethodsEach version of the SGT was performed by twenty-four undergraduate Soochow University students. A large-value (± $200, ± $550 and ± $1050) and a small-value (± $100, ± $150 and ± $650) contrast of SGT were conducted to investigate the final outcome effect. The computerized SGT was launched to record and analyze the choices of the participants.ResultsThe results of both SGT versions consistently showed that the preferred decks A and B to decks C and D. Analysis of learning curves also indicated that, throughout the game, final outcome had a minimal effect on the choices of decision makers.ConclusionExperimental results indicated that, in both the frequent-gain context and the frequent-loss context, final outcome has little effect on decision makers. Most decision makers are guided by gain-loss frequency but not by final outcome.

Researchers have recently begun to explore the physiological factors influencing consumer preferences for product brands. The medial frontal cortex (MFC) is critically involved in both emotion processing and prepurchase product assessment. However, analyses of MFC activation with near-infrared ray (NIR) imaging are rarely compared between brand-loyal customers and switchers (brand nonloyals) to investigate the long-term effects of luxury products. Subjects, classified as loyals or switchers, performed a 2-session task: (a) evaluate their product preferences while undergoing NIR imaging, and (b) rate products on several dimensions (e.g., willingness to purchase). Variables examined were brand and attractiveness. Results for preference rating and reaction time indicate that loyals are more sensitive than switchers in differentiating between luxury and generic and between attractive and unattractive products. Additionally, MFC activation reflects product attractiveness. The interaction between brand and attractiveness dominated the preferences of most subjects. The link between MFC activation and the preference for products seems not only related to luxury brands but also rooted in product attractiveness. Consequently, this preliminary investigation presents a novel approach for branding research based on measuring brain responses.