When Knowledge Is Demotivating: Subjective Knowledge and Choice Overload
When Knowledge Is Demotivating: Subjective Knowledge and Choice Overload
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DOI：
10.1177/0956797614539165
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发表时间：
2014-09-01
影响因子：
8.2
通讯作者：
Sood, Sanjay
中科院分区：
文献类型：
--
作者：
Hadar, Liat;Sood, Sanjay
人们发现有更多的选择是很有吸引力的，但提供选择往往会对决策者的动机、满意度和行动意愿产生不利影响。我们认为，选择选项的数量对购买意愿的影响是由人们的主观知识（SK）调节。三项研究的结果提供了一致的证据，矛盾的是，在某个领域感到不了解的人（低SK人）特别愿意在有更多选择时购买，这与“越多越好”的概念一致。“对于那些感觉知识渊博的人（高SK人）来说，这种模式是相反的，这与之前的选择过载证据一致。我们还表明，这种模式是由可用的选择选项的功能的信息性的影响，主观知识介导这种效果。
People find it appealing to have more options to choose from, but the provision of choice often leads to adverse consequences for decision makers' motivation, satisfaction, and willingness to act. We propose that the effect of the number of choice options on willingness to purchase is moderated by people's subjective knowledge (SK). The results of three studies provide converging evidence that, paradoxically, people who feel unknowledgeable (low-SK people) in a certain domain are especially willing to purchase when more choice options are available, which is consistent with the notion of "more is better." This pattern is reversed for people who feel knowledgeable (high-SK people), which is consistent with prior evidence for choice overload. We also show that this pattern is influenced by the informativeness of the features of the available choice options and that subjective knowledge mediates this effect.