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Title:
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PROCESS-INDUCED DECISION COSTS ON SEQUENTIAL VALUE JUDGMENTS |
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Author(s):
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Mei-Chun Wu, Feng-Yang Kuo |
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ISBN:
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978-972-8939-52-6 |
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Editors:
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Katherine Blashki |
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Year:
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2011 |
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Edition:
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Single |
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Keywords:
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Decision costs, value judgment, effort-as-information, resource availability |
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Type:
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Full Paper |
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First Page:
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299 |
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Last Page:
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307 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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In repeated-choice situations, people tend to stick to the previously chosen alternative in their subsequent decision. While effort-as-information and resource availability produce similar results, the manner of resource expenditure involves different coping strategies in subsequent decisions. We investigated the impact of process-induced decision costs of previous decision on subsequent decision. Lower consistency rate occurred when additional resources caused by layout change were required. The decreased consistency rate implies that resource availability play a significant role in sequential decision-making situations. Further, making a difficult preliminary decision (as reflected by longer response times) can deplete self-regulation resources, producing a higher likelihood of a decision inconsistency when fluent processing was impeded by layout change. The research findings suggest that the popular use of dynamic web pages in online shopping situations is likely to increase processing costs by changing product locations which may potentially influence consumer judgments. Both consumers and managers should be aware of such underestimated effects. |
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