关键词: 可评估性理论, 评估模式, 专业知识, 属性本质, 偏好逆转, 预测偏差

Abstract:

General Evaluability Theory is an integrative theory of value sensitivity（Hsee et al. 2010). This review paper first introduces three factors that determine value evaluability and how these 3 factors interact with each other; then shows how general evaluability theory could explain the existing important phenomena in consumer decision making better; then presents its practical applications in many facets of marketing, and finally gives conclusion and future research direction regarding this theory.

Key words: General Evaluability Theory, Mode, Knowledge, Nature, Preference Reversal, Misprediction