关于做出正确的选择:没有注意力的审议效应.
Ap Dijksterhuis1, Maarten W Bos, Loran F Nordgren
1Department of Psychology, University of Amsterdam, Roetersstraat 15, 1018 WB, Amsterdam, the Netherlands. a.j.dijksterhuis@uva.nl
意识的思考可以改善简单的选择,但复杂的决策可以从无意识的处理中获益. 这种"没有注意的深思熟虑"方法提高了消费者对复杂购物的满意度.
科学领域:
- 认知心理学 认知心理学
- 消费者行为 消费者行为
- 决策科学 决策科学 决策科学
背景情况:
- 传统的决策模式往往强调广泛的有意识的审议.
- 最近的研究表明,无意识的思想在复杂的决策中起着重要作用.
研究的目的:
- 为了测试"没有注意的深思熟虑"假说.
- 要确定是否有意识的审议是最佳的简单的选择和无意识的思想复杂的选择.
主要方法:
- 进行了四项涉及消费者选择的研究.
- 研究包括实验室实验和现实购物场景.
- 参与者的决策过程 (有意识与无意识) 被操纵.
主要成果:
- 简单的产品选择在有意识的考虑下产生了更好的结果.
- 复杂的产品选择在无意识思考时被看作更有利.
- "没有注意的审议"假设在各个研究中得到了支持.
结论:
- 最佳的决策策略取决于选择的复杂性.
- 对于复杂的消费者决策,尽量减少细心的审议,可以带来更大的满意度.
- 了解无意识思想的作用对于有效的决策策略至关重要.
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