Abstract

We propose that individual differences in the value placed on the principle of moderation exist and influence many aspects of consumer decision-making. The idea that moderation is an important guiding norm of human behavior is prevalent throughout history and an explicit theme in many philosophies, religions, and cultures. Yet, moderation has not been studied as an individual-level determinant of consumer behavior. We develop a scale that measures the degree to which individuals have a Preference for Moderation (PFM). The PFM scale predicts consequential behavior in many decision contexts. We first report on scale development, including the generation and selection of items. We then report analyses showing that PFM is distinct from several popular individual-difference variables. Related to cultural background, PFM reliably predicts the use of compromise (study 1) and balancing (vs. highlighting) strategies (study 2), as well as various decision-making behaviors, including reliance on the representativeness heuristic (study 3), self-reported financial habits and outcomes (studies 4–5), real-world online-reviewing behavior (study 6), and split-ticket voting behavior in the 2018 US midterm elections (study 7).

中文翻译：

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适度量表的偏好

抽象的

我们认为，存在适度原则上的价值个体差异，并会影响消费者决策的许多方面。适度是人类行为的重要指导准则这一观念在整个历史上很普遍，并且在许多哲学，宗教和文化中都是明确的主题。然而，尚未研究节制作为消费者行为的个人层面决定因素。我们制定了一个量表，用于衡量个人对节制的偏爱程度（PFM）。PFM量表可预测许多决策情况下的结果性行为。我们首先报告规模发展，包括项目的产生和选择。然后，我们报告分析结果，显示PFM与几个流行的个体差异变量不同。与文化背景相关，PFM可靠地预测了折衷（研究1）和平衡（相对于突出显示）策略（研究2）的使用，以及各种决策行为，包括对代表启发法（研究3），自我的依赖。 -报告了2018年美国中期选举的财务习惯和结果（研究4-5），现实世界中的在线审查行为（研究6）和票务分离的投票行为（研究7）。