The Influence Of Decision-making Role On Inaction Inertia

Inaction inertia refers to a tendency of avoidance in the same decision-making field.It can be expressed as that if the consumer misses the previous optimal opportunity,it will tend to give up the suboptimal opportunities currently faced.According to this definition,the current opportunities consumers face can be perceived from the two dimensions of loss and benefit.The current opportunity and the original state ratio can be perceived as benefits.The current opportunity can be perceived when compared with the missed optimal opportunity.For the loss.This study adopts the traditional story situation method and the current hot eye tracking method.It uses a college student as a test subject to study and make recommendations to others in the absence of inertia.Through two experiments Study the influence of decision-making roles on inertia.Study I adopted a story-telling approach and was a two-factor experiment(designed for oneself and given to others)3(a large difference in price before and after the purchase opportunity,little difference in price before and after the purchase opportunity,and control conditions).The control condition is that the subjects did not miss the optimal purchase opportunity,that is,they only showed them the original price and the second sub-optimal purchase opportunity,did not present the optimal purchase opportunity,thus verifying the existence of inertia,and discussed the existence of inertia.In the field of non-inertia,when the current post-purchase opportunity price difference is not the same,different decision-making roles do not influence inertial effects.As a result,it is found that the purchase rate under control conditions is higher than the purchase rate under experimental conditions and there is significant The difference,through the comparison of experimental conditions and control conditions,verifies the existence of inertia as inertia;in terms of decision-making roles,it is found that only when there is a large difference between the purchase price and the purchase price,the decision is made when making a decision for oneself and when giving advice to others.There are significant differences in trends.In research two,eye tracking was used to refine the price difference between thefront and back purchase opportunities,increase the price difference conditions,increase the variety and quantity of goods,and analyze the real-time data using various eye movement indicators.The difference between the inactive inertia between different roles,and the loss of paying attention to the current opportunity during the decision process,is also the difference in the benefit dimension.As a result,it was found that the buying tendency of large-tool-type goods was lower than that of gadget-type goods;the greater the difference in the current buying opportunity price was,the lower the buying tendency exhibited by consumers was,namely,the greater the inertia was;When making their own decisions,the buying tendency is significantly lower than the buying tendency of giving advice to others.There is a significant difference in inertia.In terms of concern,making decisions for oneself and giving advice to others are more concerned about the loss dimension.The results of the two studies collectively indicate that compared to advising others,the inaction in making decisions for oneself is more inertial,ie,the buying tendency is lower;the current price difference between the latter two buying opportunities is greater,the consumer is The greater the inertia of performance,the lower the tendency to purchase;in terms of concerns,to make decisions for themselves and to give advice to others,both pay more attention to the dimension of loss.