The Interaction of Temporal Perspective, Information Processing and Option Enrichment on Consumer Preference: Why one option can be both better and worse than another

• Main Authors: Yeh, Fang-Ling Tammy, 葉芳伶
• Other Authors: Chang, Chia-Chi
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/91654617785246102318

碩士 === 國立交通大學 === 管理科學系所 === 99 === Consumers often form preferences based on the information of choice options presented to them. In this research, we propose that there is a systematic impact of information processing (alternative-based versus attribute-based) that activates different choice mechanism (choosing versus rejecting) which in turn influences the evaluation of enriched and impoverished options. Results show that temporal perspective (proximal versus distant) moderates the effect of information processing on choice options between enriched options and impoverished option. Specifically, when temporal perspective is proximal people using alternative-based processing will perceive enriched options as being more attractive. In contrast, people using attribute-based processing will perceive impoverished options as being more attractive than enriched options. However, when temporal perspective is distant, regardless of information process, people will tend to perceive enriched options to be more attractive than impoverished options.