心理學研究發現，人在有限理性下的最大化傾向與不確定性條件下的決策行為息息相關，依據對於「最佳」境界的追求程度，決策者能被劃分成最大化者與滿足者的兩種典型，兩者存在不同的決策目標(Barry Schwartz, 2005)，而在風險決策下，這種決策目標的差異使得最大化者的決策參考點有更嚴苛的標準，進而導致最大化者在決策時容易產生比滿足者更大的知覺損失。根據展望理論中的反射效應，知覺損失較大的決策者應屬於風險愛好者(Kahneman & Tversky, 1979)，然而，過去反射效應一般被應用於投資、保險及資產管理等財務管理的領域，這些財務決策通常屬於長期的連續性決策，且決策者的涉入程度較高，至於反射效應是否也適用於其它不同性質的風險決策，則缺乏一般性的規範，有鑑於此，本研究以小成本、低報酬的娛樂性博弈消費為研究情境，探討當決策的一次性、知覺損失的事前預期屬性及決策者的低涉入程度之因素存在時，反射效應是否也有一致性的結論。
基於上述目標，本研究透過網路問卷調查平台回收484份有效問卷進行實證分析，研究結果顯示，最大化傾向較高的決策者在投注樂透彩券時確實會感受到較大的知覺損失，此外，這種高度的知覺損失會進一步促成較保守的風險態度，知覺損失在最大化傾向與知覺風險之間存在顯著的中介效果，另一方面，知覺風險在最大化傾向與知覺損失之間則有顯著的調節效果，能夠強化最大化傾向對知覺損失的正向影響。本研究在學術上將最大化者與滿足者的理論延伸至風險的相關領域，彌補了過去文獻的缺口，並對於人在風險下的決策行為提供了新的解釋，在實務上則可作為娛樂性博弈產業的行銷策略之參考。

This current study has posed a question to the generalisability of Prospect Theory and Reflection Effect while examining the perceived losses of maximisers and satisficers and the resulting risk attitudes. The result has indicated that decision makers with strong maximising tendency undergo more perceived losses than do satisficers. Meanwhile, such perceived losses may result in risk aversion, mediating the relationship between maximising tendency and risk attitude. Our findings have built the research gap while extending the theory of maximiser and satisficer to risk domain, and have demonstrated an innovative explanation for how people make decisions under risk. We have also contributed to managerial implication as our findings may serve as an informative reference for marketing strategy of gaming entertainment industry.

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