Choice deferral can arise from absolute evaluations or relative comparisons

Area of Science:

• Decision Science
• Cognitive Psychology
• Behavioral Economics

Background:

• Consumers often defer choices when faced with multiple options.
• Reasons for deferral include insufficient option quality or uncertainty about the best choice.
• Existing models do not fully differentiate these distinct deferral motivations.

Purpose of the Study:

• To introduce and test the two-stage, two-threshold (2S2T) framework for understanding choice deferral.
• To differentiate between absolute evaluations (option quality) and relative comparisons (best option uncertainty).
• To investigate how different processing modes influence decision-making under varying conditions.

Main Methods:

• Three experiments were conducted manipulating payoff structures and attribute knowledge.
• Independent variables included choice set size, best option utility, and number of competitive options.
• Processing modes (absolute vs. relative) were triggered by experimental conditions.

Main Results:

• The impact of choice set size, best option utility, and competitive options varied based on payoff structure and attribute knowledge.
• Results supported the 2S2T framework's predictions regarding different processing modes.
• Evidence suggests distinct decision-making processes underlie different reasons for choice deferral.

Conclusions:

• The 2S2T framework provides a robust explanation for choice deferral based on distinct cognitive processes.
• Understanding these processes has implications for consumer decision-making and marketing strategies.
• The framework may also apply to fields like eyewitness identification where choice deferral occurs.