多属性产品选择决策中的顺序:来自结合眼动追踪的离散选择实验的证据

IF 1.8 3区 心理学 Q3 PSYCHOLOGY, APPLIED
Nick Zuschke
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引用次数: 2

摘要

随着时间的推移,对信息搜索和选择任务中的顺序效应的研究已经受到了市场营销、心理学和经济学的广泛关注。当早期的信息搜索影响了对该信息的选择时,它被称为优先;后续信息搜索的等效功能称为近因性。然而,对于多属性产品选择过程中因因效应和近因效应的厘清,以及因因效应和近因效应背后的认知过程的研究尚缺乏。我通过两个基于选择的联合实验,结合眼动追踪和多层次中介分析来解决这一差距。与我的预测一致,通过早期信息搜索来抵消决策无关信息对选择的影响,通过后期信息搜索是精神上太昂贵的,我发现“空间位置”由于首因而不是近因而偏向选择。然而,这种偏差很小。这表明,对于决策无关信息,注意对选择的因果影响可以推广到更复杂的决策,尽管影响很小。与我的预测一致的是,信息细化水平调节了中介过程,增加任务动机降低了首因的主导地位。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

Order in multi-attribute product choice decisions: Evidence from discrete choice experiments combined with eye tracking

Order in multi-attribute product choice decisions: Evidence from discrete choice experiments combined with eye tracking

Over time, research on order effects during information searching and choice tasks has received thorough attention in marketing, psychology, and economics. When early information search influences choice in favor of that information, it is called primacy; the equivalent for later information search is called recency. However, research that disentangles primacy and recency effects during multi-attribute product choice, as well as studies on the cognitive processes underlying primacy and recency effects are lacking. I address this gap with two choice-based conjoint experiments combined with eye tracking and by means of multilevel mediation analysis. Consistent with my prediction that to counterbalance the impact of decision irrelevant information on choice through early information search by later information search is mentally too costly, I find that “spatial position” biases choice due to primacy rather than recency. This bias, however, is small. This suggests that for decision irrelevant information, the causal influence of attention on choice generalizes to more complex decisions, though with little impact. Consistent with my prediction that the level of information elaboration moderates the mediation process, increasing task motivation decreases the dominance of primacy.

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来源期刊
CiteScore
4.40
自引率
5.00%
发文量
40
期刊介绍: The Journal of Behavioral Decision Making is a multidisciplinary journal with a broad base of content and style. It publishes original empirical reports, critical review papers, theoretical analyses and methodological contributions. The Journal also features book, software and decision aiding technique reviews, abstracts of important articles published elsewhere and teaching suggestions. The objective of the Journal is to present and stimulate behavioral research on decision making and to provide a forum for the evaluation of complementary, contrasting and conflicting perspectives. These perspectives include psychology, management science, sociology, political science and economics. Studies of behavioral decision making in naturalistic and applied settings are encouraged.
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