This research explored the phenomena of preference reversal for two kinds of problems by two experiments.

This paper was designed to testify one kind of them and to further explore the influence factor of preference reversal.

Kahneman advanced three heuristics that affect human judgment on the basis of Simon s bounded rationality, and elicit the preference reversal theory by which to interpret phenomena of economics.

In order to probe the existent conditions of preference reversal and the relation between risky features of alternatives and preference reversal,an experimental research of preference reversal was carried out by using the least probability bet (L bet) and adding imitate subject.

judgment) often fails to be consistent, the phenomenon of which is called“the preference reversal”.

Preference reversal phenomenon is the phenomenon that non-economic factors give rise to reverse preference states which was confirmed to widely exit in daily human being decision behaviors.

Explained the importance human factor impose on in the execution process of ERP implement from the perspective of economic and practice,analyzed the effect originated from preference transform of the relative beneficiary on the assumption of relative beneficiary and preference transform,illuminated two institutional factors called "Risk-bearing " and "Organiza-tion transform".