不同決策程序系統下依附感相關效應之探討

Abstract

人們在做決策時，理想上應該多應用理性資訊處理過程系統，但實際上當他們腦中使用認知的資源已被其他事物占據時，常就無法有效的應用理性過程系統，而會比較受到情感的影響。本研究主要在推論與比較在這兩種過程系統下之決策，會產生的不同可能效應。人們除了在理性比較選擇群中的選項各可以為我們帶來的好處外，在選擇的過程中，也會想像若使用這種產品或接受這種服務的情況，於是可能導致他們與這些選項產生了心理上的聯繫，而這種依附感會進一步使人們產生彷彿已經擁有這些選擇的感覺，所以當他們要從其中選出一個選項時，那些沒有被選擇的選項似乎變得比選前他們所想的還要有吸引力。本研究為探討這些負面效應對決策的影響，推演出四個研究假設，並且設計了兩階段的研究程序來驗證假設。第一階段的問卷在檢定人們在消費行為時是否有上述兩種不同的決策處理方式，亦即辨認與區分哪些狀況下受測者較易受到依附感的影響。第二階段的問卷則在比較不同情境下兩類受測者之後續效應。所有問卷都有經過前測及修正，而正式施測結果發現實證結果支持本研究的假設推論。最後，作者根據研究結果提供若干管理意涵，也對後續研究提出相關建議。

When people making decisions, ideally should process the related information more rationally and thoughtfully to get more satisfied choice. But as people’s cognitive resource is impeded by other disruptions, people cannot function the cognitive system well. Meanwhile, they become easily influenced by affective reactions which means, ruled by the affective system. This research mainly discusses and compares the decisions under the two process systems and its consequences effect. People consider their choice options closely to get a more satisfied choice. But in the that process of decision, as people deliberating the benefits the products can bring or wondering the possible experience of the services, they could proximate the psychological distance between them and the options. Thus, they may attach to the choice options. The attachment would further cause people to feel a sense of ownership of the options. So, when people choosing one out of the set, they may feel like forego the nonchosen options. The attached people may surprisingly found they are hit by psychological discomfort and feel the nonchosen options seem better before decision is made. To discover the negative effect on the process system, on this research we reasoning four hypotheses and design a two stage experiment. The first study is to examine the condition when people using different process system. The second study recognizes the attachment effect under different systems. All questionnaire are modified and pretested, the formal results supports our hypotheses. Last, based on the results, we provide implications and suggestions of future research.