Effects Of Cognition, Affect And Moral On Consumer Decision Making

Object:Mental Accounting plays an irreplaceable role in expressing the economic decision making of individual or groups,and it reveals people’s cognitive processes which codes and valuates the wealth in psychologically.Methods: Take college students for a sample, to use the method of scenario simulation and contextual material exhibits card induce subjects to money obtained to produce the corresponding emotions. The first experiment is between-subjects design: 2(cognitive label A: ordinary income, accidental income) × 4(emotional label B: happiness, surprise, sadness, anger);The second experiment is between-subjects design :2(Moral Tags: ethical label, amoral label) × 2(sadness: high sad, sad low).The selection of consumer decision-making types and the amount of money are dependent variable.Results:(1)Cognitive tag influences decision making behavior of consumers.It is that consumers tend to use their ordinary income practicality and use their unexpected revenue hedonic consumption.(2)Emotional tag influences decision making behavior of consumers.Negative emotions will encourage people to choose practicality consumption while positive emotions will lead people to choose hedonic consumption. But it did not appear “sad but not stingy”effect,to the opposite, sadness will urge people to store money.(3) The mental cognitive tag and emotional tag of consumer decision making plays an interaction role in several program.When people get a windfall, the negative emotions encourage people to take “pleasure circumvention” strategy and anger emotions encourage people to take “money laundering” policy. Positive emotions, surprise and joy prompts more people to choose hedonic consumption. And when the money comes from regular income, people are emotional tendencies practicality consumption in any emotion.(4) When the windfalls of sadness tagged “moral tag” will encourage people to choose pleasure to circumvent, it makes people spend less on “short-term tourism”, and spends more money on the “temporary storage” than disposal.Conclusions: The influence of cognitive tag on consumer decision presents the “cognition match effect”, whereas the influence of emotional tag on consumer decision presents the “emotional match effect”. Both tags also have an interaction effect on consumer decision. The moral tag is the psychological factor which leads to unexpected revenue sadness at the tendency to avoid of pleasure.