| Purchasing decisions is one of the important contents of decision research in thelast forty years, and it refers to the process of make judgment and choice by consum-ers among many alternatives, which including the problem recognition, search for in-formation, evaluation of choices, purchase decision, and post-purchase evaluation.Decision-making process includes cognitive and emotional activities. But the pre-vious research in this field has only focused on cognitive aspects, ignored how theemotional influence the decision-making. Even the research finds that there exist theindividual differences in information processing when people make decision, but mostof them still regards the individual differences as an error variation. Personality is alsoan important factor that influence information processing in decision making.Information display board technology was used in this experiment to study pur-chasing decision-making task.34college students took part in the preparatory expe-riments, which explored the factors that affect college students’ purchasing decisions.Another94college students took part in the formal experiments, which tests the dif-ferences of information processing in different level of neuroticism and the antic-ipated regret priming.The results showed that:(1) After the anticipated regret priming, the decision will transfer to the optionwhich price are higher, safer and more secure, each attribute performance better.(2) The priming of anticipated regret influenced the information searching strate-gies, which increasing, the compensation index decreasing, transfer the search infor-mation base on candidates.(3) The neuroticism college students tend to have more clicks, deeper search, morecompensation index, but less of the variability of search. When make purchasing de-cision. (4) The anticipated regret and the neuroticism had interaction effect on college stu-dents’ purchasing information process. The anticipated regret priming is regulated bythe neurotic personality. |
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