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Choose Quickly! The Influence of Cognitive Resource Availability on the Preference between the Intuitive and Externally Recommended Options
Australasian Marketing Journal ( IF 6.0 ) Pub Date : 2020-06-01 , DOI: 10.1016/j.ausmj.2020.06.009
Jungkeun Kim 1 , Jae-Eun Kim 2 , Roger Marshall 1
Affiliation  

Abstract The issue addressed by this research is when does a decision-maker select his or her intuitive, default, option and when the option suggested by someone else? We introduce the idea that cognitive resource availability is a key to this question. When there are limited cognitive resources available either due to knowledge deficiencies or, perhaps, time pressure then the default option is more likely to be selected. When there is plenty of cognitive resource available, then it is more likely that a decision favoring a recommended option is made. We support this hypothesis with three experiments; within the context of buying a digital camera, in the Ultimatum Game, and in a decoy choice situation. The findings have significance in that they support and explicate current theory, and also to practice in that there are public services, as well as competitive business situations, when a particular choice outcome is socially beneficial.

中文翻译:

快速选择!认知资源的可获得性对直觉选择和外部推荐选择之间偏好的影响

摘要这项研究解决的问题是,决策者何时选择他或她的直观,默认选项,以及其他人建议的选项?我们介绍认知资源的可用性是这个问题的关键。当由于知识不足或时间压力而导致可用的认知资源有限时,则更有可能选择默认选项。当有足够的认知资源可用时,则更有可能做出支持推荐选项的决策。我们通过三个实验来支持这个假设。在购买数码相机的背景下,在《最后通Game》游戏中以及在诱饵选择情况下。这些发现具有重要意义,因为它们支持并阐明了当前的理论,并且在实践中还存在公共服务,
更新日期:2020-06-01
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