Effects of Involvement and Time Pressure on Information Processing in Purchasing Decision
|School||Hunan Normal University|
|Keywords||Involvement Time Pressures Purchasing Decisions Information Processing Mouselab Web|
This study uses psychology measurement method and the experimental method and the corresponding means of scientific decision-making, consumer purchase decision-making research, which is conducted to reveal some characteristics of involvement and time pressure and purchase decision relationship from the cognitive information processing level, and purchasing decision from the perspective of psychology intervention for consumers to provide certain theoretical basis.The process of the purchase decision-making research in the field of tracking paradigm, the mouse laboratory technology in the latest tool Mouselab Web1software, simulation of real commodity purchase as part of the decision task, discusses the involvement (high involvement, low involvement) and time pressure (high time pressure, low time pressure, time pressure) to do effects of purchasing decision information processing for consumers.The study is divided into two parts:one is the preparatory experiments, the cause of high, low two involvement of two representative goods are determined by the three preparatory experiments, three kinds of decision time5factors affect the purchase decision and different time under the pressure of the state; two is the formal experiment, based on the preparation before the experiment the study, the involvement degree and time pressure effect on purchase information processing in decision making under the common action.The results showed that: (1) In the higher level, the subjects of information search depth deeper, information search mode more and more inclined to fine processing options based on; otherwise the information search depth is lower, information search patterns tend to incomplete processing non compensatory based on attributes.(2) With the increase of the pressure of time, the information search depth is gradually weakening, information search patterns tend to attribute based machining, purchase decision strategy is composed of fine processing of compensatory gradually transformed into heuristic strategies to incomplete processing non compensatory.(3) In the low pressure, high involvement and low involvement subjects are used option based information search model. Both the high involvement or low involvement subjects, in the high time pressure using attribute based information search strategy. With the increase in degree is reduced, time pressure, the processing of individual cognitive ability is limited, thus reducing the number of information processing, search depth decreased.