调节模式与决策角色对延迟选择的影响及机制:过程追踪的视角

从过程追踪视角出发,运用信息板技术通过3个实验探讨调节模式对延迟选择的影响及信息加工方式(加工时间、加工深度、加工模式)与决策角色在其中的中介和调节作用。结果发现：(1)调节模式影响个体的延迟选择,评估比运动模式者更倾向于延迟选择;(2)加工时间在调节模式与延迟选择间起中介作用;(3)决策角色分别调节了调节模式与加工时间、延迟选择的关系,即为自我决策时,评估模式比运动模式者的加工时间更长、更倾向于延迟选择,而为他人决策时二者的偏好无显著差异;(4)决策角色调节了加工时间在调节模式与延迟选择中的中介作用,表现为有调节的中介,即为自我决策时,评估模式比运动模式者的加工时间更长致使其更倾向延迟选择,而为他人决策时加工时间的中介作用不显著。研究结果对进一步理解不同调节模式个体的延迟选择偏好及机制及如何根据不同调节模式消费者的差异制定有效的营销策略均有一定启示。     

调节模式与社会参照点对延迟选择的影响

为进一步探讨延迟选择的影响因素,基于自我调节模式理论,以132名大学生为研究对象,通过问卷法和行为实验法探讨了预期后悔在调节模式对延迟选择影响的中介作用及社会参照点的调节效应.结果 显示:(1)不同调节模式个体的延迟选择倾向不同,相比于运动模式,评估模式的个体延迟选择倾向更高;(2)预期后悔在调节模式和延迟选择之间发挥...     

权力对延迟选择的影响

本研究旨在考察权力对延迟选择的影响, 并探讨决策难度在其中的调节作用以及决策过程的中介作用。两个实验均先操纵个体的权力状态, 然后再请被试完成随后的延迟选择任务。结果发现, 决策难度可调节权力对延迟选择的影响, 当决策困难时, 高权力者具有更低的延迟倾向, 当决策容易时, 权力的影响消失。决策过程的加工变异性可中介权力对延迟选择的影响。结果表明, 低权力者比高权力者具有更高的延迟倾向(尤其当决策困难时), 不同权力水平者在决策过程上的差异或可部分解释此种现象。     

反事实思维与后悔的关系：调节模式的调节作用

已有研究表明反事实思维越多则后悔越强烈。本研究试图通过两项实验分别探讨特质性、情境性调节模式是否影响反事实思维与后悔之间的关系。结果表明：特质性调节模式及情境性调节模式均对反事实思维与后悔之间的关系具有调节作用,具体来说,针对情境性调节模式而言,运动模式下加法式思维越多则后悔越轻微,评估模式下加法式思维越多则后悔越强烈;针对特质性调节模式而言,运动模式下加法式思维越多则后悔越轻微。     

先前错失选项的数量对不作为惯性的调节机制

在以往涉及不作为惯性的研究中,个体通常只是错失了1个先前选项.本研究旨在考察当之前错失了多个选项后,不作为惯性是否仍会出现,并深入探讨估价和后悔因素在不作为惯性产生或消失中的作用.结果发现,先前错失选项的数量对不作为惯性具有调节作用:当先前只错失了1个选项时,出现了不作为惯性,当先前已错失了两个选项时,不作为惯性消失了.中介分析发现,这一调节作用可被预期后悔所中介.结果表明,预期后悔是导致个体在错失多个选项后不作为惯性消失的主要原因.     

偶然情绪对延迟选择的影响机制

本研究旨在探讨偶然情绪对延迟选择的影响及影响机制。本研究包括两个实验, 在被试进行决策前, 分别采用图片和短片诱发其与当前决策任务无关的偶然情绪, 然后要求被试完成选择任务, 并从决策结果和决策过程两个角度考察偶然情绪对延迟选择的影响及影响机制。结果发现, 当可选项中不存在1个优势选项时, 与正性情绪相比, 个体在负性情绪下会更倾向于延迟选择, 而个体对决策信息的加工深度在偶然情绪对延迟选择的影响中具有中介作用。这可能是因为相比于正性情绪, 个体在负性情绪下会采用更深入的加工策略, 增加了决策难度, 进而提高了个体的延迟选择倾向。     

囚徒困境博弈中对手面部表情对合作行为的影响及其作用机制

3个实验逐步深入地考察了囚徒困境博弈中, 对手的高兴、中性和愤怒面部表情对个体合作行为的影响及相关变量的中介和调节作用。实验1的结果表明, 对手的高兴表情比愤怒表情诱发了更高的合作水平, 且高兴和中性表情均比愤怒表情产生了更高的合作预期, 合作预期中介了面部表情与合作行为的关系; 实验2引入指导语操纵被试的直觉或理性决策模式, 发现实验1的结果仅出现在直觉条件下, 却未出现在理性条件下, 且整体而言直觉决策模式下比理性决策模式下更合作; 实验3采用更加严格的时间压力范式操纵被试的直觉或理性决策模式, 发现除了高兴表情比中性表情也诱发了更多的合作行为外, 其他几乎复制了实验2的结果。基于这些结果, 建立了有调节的中介模型, 以期揭示他人面部表情、合作预期、合作行为及个体决策模式之间的复杂关系。     

调节模式对怀旧的影响：反事实思维和后悔的链式中介作用

为探讨调节模式和怀旧的关系,以及反事实思维和后悔在两者之间的中介作用,采用问卷法对398名大学生进行调查。结果发现：(1)调节模式对怀旧有负向预测作用;(2)反事实思维和后悔分别在调节模式与怀旧的关系中发挥单独的中介作用;(3)反事实思维和后悔在调节模式和怀旧的关系中发挥完全的链式中介作用。概言之,调节模式能通过反事实思维的单独中介、后悔的单独中介及反事实思维和后悔的链式中介作用间接影响怀旧。这些结果对于进一步理解不同调节模式者在怀旧方面的偏好及其内部影响机制具有一定的启示意义。     

决策过程中的调节匹配效应及其机制

以大学生为被试,运用实验法探讨了决策过程中调节定向与信息搜索模式之间的匹配效应及其机制。结果显示：(1) 促进定向组被试决策时更偏好基于属性的信息搜索模式,而预防定向组被试决策时更偏好基于选项的信息搜索模式;(2)当两种调节定向组被试分别使用各自所偏好的信息搜索模式制定决策时,达成了调节匹配,相比调节不匹配,这种匹配使被试对其所做选择给出了更积极的评价,即出现了调节匹配效应;(3)加工流畅性可以部分地解释这种调节匹配效应。     

决策中的延迟选择行为

延迟选择(choice deferral)指个体在应该作出选择的时候却决定不作选择,包括推迟选择(如选择延迟选项)或拒绝在可选项中选择一个选项。本文首先探讨了影响延迟选择行为的认知因素和情绪因素;随后讨论了当在决策情景中引入延迟选项时,延迟选项对决策者随后情绪体验和决策行为的影响;最后对未来研究进行了展望。     

选择集大小对网购决策态度和行为的影响

研究探讨网络购物中选择集大小对决策态度和行为的影响,以及目标确定性和产品类型对该关系的调节作用。采用2(大选择集vs.小选择集)×2(目标明确vs.目标不明确)×2(体验型产品vs.搜索型产品)的组间设计,发现大选择集组选择满意度、自信心更高,但延迟选择更多,出现态度-行为分离。目标不明确时,大选择集组延迟选择更多。     

Switching behaviour as a function of number of options: How much is too much for consumer choice decisions?

The number of alternatives for consumers in almost all purchase situations is increasing at an extremely rapid pace. Although more choices may have many benefits to the consumers, recent studies on choice overload have found that choosing from large alternatives may lead to negative consequences. Majority of the choice overload research has compared only two groups of small versus large assortment size. In extant literature, there is no clarity as to what are small and large assortment sizes. Assortment size used as small in one study has been used as large in some other studies. Small assortment size varied from 2 to 60 choices and large assortment size from 3 to 300 choices in past studies, and the presence of choice overload has been reported at completely different levels of assortment sizes. This study has used an array of six choice sets from 6 to 36 options as compared to just two groups of small versus large assortment. Switching likelihood of consumers was used to capture the choice overload effect in this study. The probability of consumers switching their earlier choice was plotted as a function of number of options using binary logistic regression. Results showed that probability of switching was almost a linearly increasing function of assortment size from 6 to 36 options. The graph of predicted probabilities from 2 to 300 options showed a sharp increase in switching behaviour initially and subsequent flattening of the curve when options became very large.     

Product assortment and individual decision processes

Research presented in this article examines the impact of product assortment on individuals' decisions. Four experiments report converging evidence that the impact of assortment is moderated by the degree to which individuals have articulated attribute preferences, whereby individuals with an articulated ideal point are more likely to prefer larger assortments than individuals without articulated preferences. The data further show that choices made from large assortments are associated with more selective, alternative-based, and confirmatory processing for individuals with articulated preferences and more comprehensive, attribute-based, and comparative processing for those without articulated preferences.     

The influence of social comparison on career decision-making: Vocational identity as a moderator and regret as a mediator

This study investigated the influence of social comparison on career choice certainty and its potential mechanisms: regret as a mediator and vocational identity as a moderator. Before the formal experiment, 30 pairs of vocational values representing typical conflicts in career decision-making for Chinese university students were obtained. The formal experiment adopted a single-factor (social comparison VS no comparison) between-subject design with vocational identity as an independent covariate. Ninety-eight junior and senior undergraduate students and graduate students in a university in China were invited to participate in the computer-controlled experiment, which involved vocational identity assessment, social comparison manipulation, and analogue career-choice scenario tests. Path analysis showed that: (a) Social comparison significantly and negatively predicted career choice certainty; (b) Regret partially mediated the effect of social comparison on career choice certainty; and (c) Vocational identity did not moderate the path between social comparison and regret, but significantly moderated the negative effect of regret on career choice certainty. These results indicated that in the collectivistic Chinese culture, individuals' career development trajectories may not be totally independent and are subject to influences by other people's choices, while emotion of regret and vocational identity development all play significant roles in this intricate process.     

一拍即合：选择闭合影响最优化型决策风格者选择超载的中介机制

本研究通过3个研究探讨最优化型决策风格者更易选择超载的内在机制、以及如何缓解最优化型决策风格者选择超载。结果发现：(1)相较于满意型决策风格者,最优化型决策风格者更易选择超载;(2)选择闭合低是导致最优化型决策风格者选择超载的心理机制;(3)躯体闭合动作能够有效启动选择闭合感知,缓解最优化型决策风格者选择超载的负面作用。本研究对选择超载和最优化研究具有一定理论贡献,同时为消费者和商家提供实践启示。     

Help or hinder? When recommendation signage expands consideration sets and heightens decision difficulty

This research examines whether recommendation signage helps or hinders the consumer when faced with choosing from large product assortments. In spite of frequent usage and retailer intuition suggesting that providing recommendation signs (e.g., “Best Seller,” “Award Winner”) should help consumers in the choice process, we propose that signs can hinder choice for consumers with more developed preferences by adding to the complexity and difficulty of the decision process. In three experiments using horizontally differentiated products in multiple categories, we provide evidence that recommendation signs create preference conflict for consumers with more developed preferences, leading these consumers to form larger consideration sets and ultimately experience more difficulty from the decision-making process. In addition, we show that these effects are mitigated for consumers with less developed preferences and when the choice is from a small assortment. The results suggest that recommendation signage may not be an effective tool for aiding choice from large assortments; instead signage can exacerbate the difficulties associated with having too many choices, with implications on purchase quantity.     

不确定性容忍度、损益概率及延迟风险对延迟选择的影响

研究通过两个实验考查了不确定性容忍度及相关变量对延迟选择的影响,其中实验1采用2（不确定性容忍度：高/低）×2（概率水平：高/中）被试间实验设计;研究2将实验任务设定在有延迟风险情景下中等概率水平,采用单因素（不确定性容忍度：高/低）被试间实验设计.实验1结果表明：不确定性容忍度与概率水平存在交互作用：中等概率时,低容忍度个体比高容忍度个体更偏好延迟选择,高概率时,两者的延迟选择无显著差异,都偏好于选择决策.实验2结果表明：在有延迟风险中等概率时,高、低容忍度个体的决策偏好无显著差异,都偏好选择决策.结论：不确定性容忍度对延迟选择存在影响且受概率水平和延迟风险的调节.