決定方略が意思決定過程に及ぼす効果　　消費者行動の場合

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タイトル別名
  • The effects of decision strategies on decision making process: A case of consumer behavior.
  • ケッテイ ホウリャク ガ イシ ケッテイ カテイ ニ オヨボス コウカ ショウ
  • A case of consumer behavior
  • 消費者行動の場合

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The purpose of the present study was, first, to investigate the influences of four types of decision strategies-additive (ADD), additive difference (ADD-DIF), conjunctive (CON), and lexicographic (LEX) strategies-on decision time and subjective states, and, second, to investigate the usage frequency of the strategies in various conditions of a consumer choice task. Each subject, 208 university students in all, was randomly assigned to one cell of a 4 (ADD, ADD-DIF, CON, or LEX strategy) ×2 (4 or 10 alternatives) × 2 (4 or 10 attributes) design. (1) Subjects who utilized ADD and ADD-DIF strategies which were compensatory styles required longer decision time, and reported greater perceived information load and greater usage frequency than subjects who utilized CON and LEX strategies which were non-compensatory styles. (2) LEX strategy produced greater perceived uncertainty than ADD, ADD-DIF, and CON strategies. (3) Decision time and perceived information load increased with increased alternatives for all strategies, and they increased with increased attributes for ADD, ADD-DIF, and CON strategies.

収録刊行物

  • 心理学研究

    心理学研究 59 (2), 83-90, 1988

    公益社団法人 日本心理学会

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