本文研究了孤独者在折射效应（面对发生概率较高的损失和收益，人们倾向于在收益域呈风险规避，在损失域呈风险偏好）这一金融决策偏差上的表现。3个实验以中国大学生为样本，发现，长期性孤独感和暂时性孤独感都会放大折射效应——相比于非孤独者，孤独者在收益域和损失域之间的风险态度变化更大。孤独感和决策域（收益域vs. 损失域）交互影响个体在股票选择中的风险偏好：在收益域，孤独者的风险厌恶程度比非孤独者更高；在损失域，两者的风险态度没有显著差异。其中介机制是孤独感通过影响个体的悲观程度来与损益域交互影响个体的风险态度。研究引入了新的影响金融决策的情感特质因素——孤独感，揭示了孤独者在金融决策中的特殊风险偏好模式和背后的认知机制，并在实践层面对孤独消费者规避非理性决策、营销人员针对性满足孤独消费者的需求具有启示意义。

The thesis studies the effect of loneliness on reflection effect (faced with gain or loss with moderately high probability, people tend to show risk aversion in gain domain whereas they exhibit risk seeking in loss domain). Three experiments that recruited Chinese university students found that both chronic loneliness and temporary loneliness can exaggerate reflection effect. Compared to nonlonely participants, lonely participants showed more drastic change of risk attitude between gain domain and loss domain. Loneliness and decision domain interact to predict individuals’ risk preference in stock choosing task. Specifically, lonely participants showed higher extent of risk aversion in gain domain than nonlonely participants; however, lonely participants did not differ from nonlonely participants in risk attitude in loss domain. The mediation mechanism is that loneliness significantly enhances individuals’ pessimism that further influences their risk preference in decision domain. The research introduces loneliness as a new emotional and characteristic factor that influences financial decision-making process, reveals lonely people’s unique risk preference pattern in financial decision making and underlying cognitive mechanism, and enlightens lonely consumers to avoid unrational decision making and guides marketers to better satisfy lonely customers’ special need.