Individual differences in competent consumer choice: the role of cognitive reflection and numeracy skills.
Individual differences in competent consumer choice: the role of cognitive reflection and numeracy skills.
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DOI：
10.3389/fpsyg.2015.00844
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发表时间：
2015
影响因子：
3.8
通讯作者：
Bonini N
中科院分区：
文献类型：
--
作者：
Graffeo M;Polonio L;Bonini N
在本文中，我们研究了认知反思和计算技能是否会影响消费者在购买决策中的决策过程的质量。在第一个（现场）实验中，相同的产品在两家商店以不同的初始价格和折扣出售。两笔交易中的一笔比另一笔更好，消费者被要求选择最好的一笔，并描述他们使用哪些算术运算来解决问题；然后他们被要求完成算术量表。当解决问题所需的所有算术运算都被计算时，消费者使用的选择过程被归类为“完全决策方法”，而当仅计算某些运算时，消费者使用的选择过程被归类为“部分决策方法”。中介模型表明，较高的计算能力与完整决策方法的使用相关。反过来，这种方法与购买决策的质量呈正相关。鉴于这些发现强调了决策过程的重要性，在第二个（实验室）实验中，我们使用了一种补充方法来研究参与者使用的信息搜索类型：眼动追踪。在本实验中，向参与者提出了与实验 1 中使用的类似的决策问题，他们完成了利普库斯计算量表和认知反思测试 (CRT)。与 CRT 分数低的参与者相比，CRT 分数高的参与者更频繁地选择最佳交易，并表现出更深刻、更详细的信息搜索模式。总体而言，结果表明，更高水平的认知反思和计算能力预示着更彻底的决策过程的使用（用两种不同的技术来衡量：回顾性口头报告和眼球运动）。在这两个实验中，决策过程是一个至关重要的因素，它极大地影响了购买决策的质量。
In this paper, we investigate whether cognitive reflection and numeracy skills affect the quality of the consumers’ decision-making process in a purchase decision context. In a first (field) experiment, an identical product was on sale in two shops with different initial prices and discounts. One of the two deals was better than the other and the consumers were asked to choose the best one and to describe which arithmetic operations they used to solve the problem; then they were asked to complete the numeracy scale. The choice procedures used by the consumers were classified as “complete decision approach” when all the arithmetic operations needed to solve the problem were computed, and as “partial decision approach” when only some operations were computed. A mediation model shows that higher numeracy is associated with use of the complete decision approach. In turn, this approach is positively associated with the quality of the purchase decision. Given that these findings highlight the importance of the decision processes, in a second (laboratory) experiment we used a supplementary method to study the type of information search used by the participants: eye-tracking. In this experiment the participants were presented with decision problems similar to those used in Experiment 1 and they completed the Lipkus numeracy scale and the Cognitive Reflection Test (CRT). Participants with a high CRT score chose the best deal more frequently, and showed a more profound and detailed information search pattern compared to participants with a low CRT score. Overall, results indicate that higher levels of cognitive reflection and numeracy skills predict the use of a more thorough decision process (measured with two different techniques: retrospective verbal reports and eye movements). In both experiments the decision process is a crucial factor which greatly affects the quality of the purchase decision.
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DOI：
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发表时间：
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发表时间：
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影响因子：
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