Research On The Influence Of Money And Time Concept On Consumers’ Choice Deferral

Over-industrialized society has brought us great material abundance and given us so many of choices. Do larger selections make people more satisfied? On the contrary, the surplus choice makes people more likely confused, eventually leading to choose-nothing-at- all dilemma.Decisions are part of life. People often face with all kinds of decision-making in every situation. However, not every decision is easy, consumers often face tough situations that require choosing among several alternatives in real life. The traditional focus in the decision-making literature has been on understanding how people choose among a given set of alternatives. However in reality, many decisions involving choice among several desirable alternatives can be extremely difficult and lead to the choices of inaction and indecision, therefore, give way to a more fundamental kind of preference—the decision whether or not to choose.Decision-making literature has been on understanding choice deferral and choice avoidance for so many years which still need be further studied nowadays. This research creatively study the influence of money and time concept on consumers’ choice deferral through time concept priming and money concept priming.A wide array of literatures including psychology and behavioral science have been distinguished between money and time concept on the impact of decision-making for many years. While past research suggested that consumers have fundamentally different responses to thinking about money versus time, the current work clarifies an important effect on choice deferral by priming money and time concept. Based on the pre-test,6 study and 5 experiments has been done,831 respondents have joined to verify the theoretical model.And 6 conclusions have been made:a series of 3 experiments found that people primed time concept defer decisions more than people primed money concept (study 1). This finding persists even when the decisions is not important (study3),and the effect of money and time concept on deferral was independent of material and experiential Purchases, as well as analytical and affective mode (study4).The only exception was a situation in which people face low conflict (study2). These results suggest that people considering time and money have different effect on choice deferral, and this research has successfully imply the finding on time ads and money ads in the experiment field (study5).Taken together, people primed time concept prefer to defer decisions more than People primed money concept. This finding seems robust across domains. And this research shows the influence through the main effect, the internal mechanism as well as regulating factors, which present a new idea for choice deferral study and give the study of money and time concept a brand-new scene.I think that my findings also have implications for how to decrease the rate of deferral. Through a deferred decision is more linked to time concept, people are less likely to defer when decisions are presented with money concept. The first clear implication for marketers as well as consumers themselves is that they should use time concept and money concept as a cue to manipulate consumers while they make a decision.