군중행동에 영향을 미치는 요인에 대한실험경제학적 분석 = An Experimental Study on Factors Affecting Herd Behavior

국문 초록 (Abstract)

본 논문에서는 실험경제학적 방법론을 이용하여 군중추종적 의사결정에 있어 개인의 가치관이나 성향 등이 미치는 영향을 분석하였다. 설문과 행동실험을 활용한 분석결과에 의하면 군중행동 성향은 외향성, 낮은 자아존중감 및 낮은 오류성향과 관련이 있었으며, 일부 정치적 가치관과도 관련이 있었다. 이러한 결과는 군중추종적 경향이 판단과정에서의 어림법(heuristics)의 사용과 관련이 있으며, 정보적 쏠림현상 이론과 같은 합리성에 기반한 군중행동 해석을 보완할 필요가 있음을 시사한다.

다국어 초록 (Multilingual Abstract)

Using experimental methodology, this paper explores how personality trait affects individuals` propensity to herd. Behavioral experiments show that herding behavior is related to personality traits such as extraversion, low self-esteem, and low likelihood of making mistakes during experiments. Some indicators of political orientation is also related. These findings suggest that herd behavior is a consequence of individuals adopting heuristics in decision making process, and that rationality based theory alone-such as information cascade theory-cannot provide satisfactory explanation.

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