The Impact of Memory Load, Time Effect, Regulatory Fit on Customer Choice Behavior

• Main Authors: Wang, Yi-Chou, 王翊周
• Other Authors: Lin, Tsai-Yuan
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/43521419232759464128

博士 === 長榮大學 === 經營管理研究所 === 100 === Consumer behavior may reflect not only perceived price value but also the differences between consider time and mental resource. Earlier research has shown that heuristics is employed to lighten brain load when people have to make quick decisions. However, it is not clear whether people will make rational choices if they have plenty of time. Literature shows that human will have different approaches when product price is low or high but cannot prove that human are apt to save mental resources for things that are more important. When scholars research consumer behavior where circumstances change frequently, circumstances may be biased as a signal of consumer behavior. In this study, we investigated independent variables, including abundant/insufficient time (mental resource), high/low involvement (price), with/without memory load (intuition vs. Rationality). We developed an experimental model that examined the impact of consumer decision behavior in order to reduce bias caused by circumstances. There are five findings in this dissertation. First, memory load affected the choice behavior of cheap food group but not of expensive product group. Second, extended time of consideration influenced the consumer behavior of high price product group but not of cheap food group. Third, cheap food group displayed no significant difference in memory load and extended time situation. Fourth, expensive product group acted significantly different in memory load and extended time situation. Therefore, consumer behavior will be affected by time. Fifth, consumers employed different approaches when the product price was different. The research findings will provide insights for decision-making and will be useful for revising established FCB Grid.