| 其他摘要 | When people are faced with a binary choice, the most common and widely used way of decision making is by “selection” the preferred option among the different options, which is known as the “selection” response mode. However, logically, the “rejection” response mode can achieve the same decision outcome. Previous studies presenting stimulus options in the form of text to describe selection and rejection two response modes found that, people would select and reject the same alternative option. However, text reading is often influenced by the context, attribute description order, tone and tense. To roundly understand and apply this “choice architecture” that is more widely and more likely to change people’s choice preference than framework effect, we extended the description of the alternative option form from text form to “graphical-symbols” stimulus presentation form, designed three studies to explore the mechanism behind the “selection” and “rejection” response mode and the application in the consumers’ decision-making. Study content: We set up three hypothetical scenarios in Study 1 to verify the choice of "graphical-symbols" stimulus presentation form and the existence of selection and rejection response modes effects. Study 2 includes two sub-studies, sub-study Ⅰ explores the attention preference in the selection and rejection response modes and the mediation mechanism of the attention to influence the decision intention, and sub-study Ⅱ provides further empirical evidence through eye tracking technology. In the study 3, the three sub-studies explored whether the selection and rejection response modes in consumption trap scenario, product promotion scenario and extend to consumer experience. Conclusion: in the decision task in the form of “graphical-symbols” stimulus, selection and rejection response modes will violate the principle of “program in-variance” decision results, the mechanism behind it is: the decision makers in the selection task pay more attention to more positive attribute area of options, the decision makers in the rejection task pay more attention to the negative attribute area of options, and the difference of attributes is the main influence factor of selection and rejection response modes decision differences. Verification in the field of consumer decision-making has found that selection and rejection response modes still exist in consumer trap scenarios and product promotion scenarios, while we demonstrate that the effect can extend to the consumer experience. The verification of our selection and rejection response mode in the field of consumer decision-making can help reduce the rate of consumer mis-purchase, improve the rate of commodity purchase, improve consumer satisfaction, confidence, consensus estimate and reduce consumer regret. Therefore, we can use the mechanisms of “selection” and “rejection” response modes identified in this study as effective tools to nudges consumer behavior and make decisions to improve happiness, wealth and health. |
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