The Effect Of Choice Complexity On Choice Deferral

Objective: Both the task character and choice deferral are hot areas in the field of decision making. Because of the complexity and multidimensional of the concept itself, lots of researchers have studied the relationship between them. Few previous studies are put in a complete theoretical framework discussing the behavior of decision maker and its mechanism, however, it is of great importance for the academic circle increasing their exploration to answer the question that how to make our decision more efficient and scientific. Based on the study of decision-making and Too Much Effect theory, the main objective of this paper is to study the effect of complexity on choice deferral with experimental methods.Methods: With reference to Greifeneder et al study, we made the task material in this paper. The two-task experiment was also designed according to Li Jinbo’s study of the measurement to cognitive load. The two experiments below are 2x2 between-participants factorial design. Study one explored the relationship between the number of alternatives, attributes and choice deferral. Study two explored the relationship between the number of alternatives, similarity and choice deferral.Results: ①As the number of alternatives and attributes increases, the respond time in choice task has a significant increase; ② Under the condition of more attributes, individuals are more likely to defer choice with the increasing number of alternatives compared to the less attribute condition where find no significant change; ③Under the condition of high similarity, individuals are more likely to defer choice with the increasing number of alternatives compared to the low similarity condition where find no significant change.Conclusion: The number of alternatives, attributes and similarity can all influence choice complexity, at the same time, it is demonstrated through cognitive load, which support cognitive load theory in mechanism study of Too Much Effect theory. Also, it suggests that there must be a certain condition when “too much effect” happens, that is, certain level of choice complexity.