The Impact Of Cognitive Closure On Purchasing Decisions At Different Decision Angles

In today’s social market economy, consumer spending is something in common, so how is the consumer purchase decision process? This involves the purchasing decision. Purchase decisions influenced by many factors, both individual factors and the role of environmental factors. The key factors of purchasing decision include the need for cognitive closure and the role of decision makers.This study is to explore the relationship between the need for cognitive closure, the role of decision makers, task difficulty and the decision preference, the decision-making process, decision-making satisfaction. This study intends to use the two methods-situational simulation technology and information board tracking-to discusses how does different need for cognitive closure affect subjects of different roles of decision makers, and what is its information processing, and is there a difference between them in satisfaction.We found the following results by four experiments:Both in closed questionnaire to distinguish the need for cognitive closure and need for cognitive closure caused by cognitive closure, need for cognitive closure have a significant effect on the individual decision-making preferences, high cognitive closure need individual tends to be more quickly to make a choice than low cognitive closure need individual. At the same time the role of decision makers has a significant effect on the individual decision-making preferences, individual purchasing for others tends to be more quickly to make a choice individual purchasing for himself. Through further analysis, we found that for their own decisions, high cognitive closure need individual tend to make a quick decision than low cognitive closure individual, for individual who has low need for cognitive closure, individual purchasing for others tends to be more quickly to make a choice individual purchasing for himself.Both in closed questionnaire to distinguish the need for cognitive closure and need for cognitive closure caused by cognitive closure, need for cognitive closure have a significant influence on the decision making process, namely high cognitive closure need individual uses less time than low cognitive closure and clicks the less cell number than low cognitive closure need individual, information processing are sketchy, especially in performing difficult task. Task difficulty has a significant influence on the decision making process, individual in simple task uses less time than individual in difficult tasks, clicks the less cell number, information processing are sketchy.Both in closed questionnaire to distinguish the need for cognitive closure and need for cognitive closure caused by cognitive closure, task difficulty has remarkable effect on the satisfaction of individual. Individual with a simple task has a higher satisfaction than individual with a difficult task. In closed questionnaire to distinguish the need for cognitive closure we also found that need for cognitive closure have a significant influence on the satisfaction of individual. low cognitive closure need individual tends to be more satisfied than high cognitive closure need individual. the role of decision makers has a significant effect on the satisfaction of individual. individual purchasing for himself tends to be more satisfied than individual purchasing for others.