The Influence of Regulatory Fit Effect on Forced Choice

• Main Authors: Sheng-Wen Huang, 黃聖文
• Other Authors: Cou-chen Wu
• Format: Others
• Language: en_US
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/8ju3we

碩士 === 國立臺灣科技大學 === 企業管理系 === 95 === The research examines how consumers choose when their intention of deferral under deliberate thinking is obstructed by forced choice pressure, positing that choice pattern will differ as a function of the degree of choice uncertainty. The results of the two studies conducted show that with an uncertain order of preference toward the available alternatives, consumers will be influenced by the regulatory fit effect at the time of choice-making. However, this effect disappears when highly involved consumers can justify the highest-value alternative in the current choice set. These results also contribute to previous research on the boundary conditions of regulatory fit effect by proposing that even when people are motivated to engage their full processing capacities in examining all relevant information in careful thinking, the effect of regulatory fit on consumer choice behavior will still be observed if the processing capacities required for resolving a choice conflict exceed human endowment.