The Effect Of Time Pressure And Emotional Tradeoff Difficulty On Choice Deferral In Decision-Making

Consumers often face emotion-laden choices involving conflicting goals of personal importance. It also suggests that consumers cope with the negative emotion associated with these choices by avoiding attribute trade-off making and choosing deferral choice. In addition, time pressure always exists in real word. In this article Mouselab procedure of the-Information Board technique as the approach was used to study the process of choice deferral in decision-making. It took the simulation of the house-purchase event in real life as the experimental task, expecting to discuss how the individual make deferral choice in the effect of time pressure and emotional tradeoff difficulty.Two experiments demonstrate that one salient goal for choice deferral may be coping with or minimizing the negative emotion generated during decision making. The conceptual framework developed in this article predicts that choosing avoidant options can satisfy coping goals by minimizing explicit confrontation of negative potential decision consequences and difficult tradeoffs. It also shows that reported emotion can be altered by manipulating decision attributes, that the opportunity to choose an avoidant option mitigates levels of reported emotion, and that increasingly emotion-laden decision environments and time pressure are associated with more choice of avoidant options.In the end, the whole study is reviewed and the practical values are pointed out. Then the deficiency in this study and the expectation in-the future are put forward.