The Effect Of Short-term Deprivation Of Control On Uncertainty Consumption Preferences

Control motivation has always been one of the basic motives of people, people always hope that the surrounding environment, the development of things can meet their own inner expectations. When the individual perceives that there is no relation between his behavior and the outcome of the external environment or the target, the individual will have a negative emotional state such as depression and anxiety.According to the theory of the sense of control, when the individual is deprived of the sense of control for a short time, it will have a strong motivation to regain control.The study shows that the pursuit of individual will cause the individual to avoid the uncertainty in the process of decision-making.At present, most of the current researches focus on the relationship between the control of sensory deprivation and mental health, and the way of thinking, but seldom focus on the influence of control deprivation on consumption preference. Therefore,this study will refer to the basis of previous studies, taking Changzhou community workers as subjects, using the concept of judgment program, the order demand test and other research methods, investigation of transient deprivation sense of control and psychological mechanism of influence on the uncertainty of consumption, and get the following conclusion:1?The evaluation of the new functional commodity in the short-term deprivation control group was significantly lower than that in the control group;2?The control group was significantly lower than that of the control group, and the difference between the two groups was not significant;3?on the relationship between the temporary deprivation control and the uncertainty of consumer preferences, the order needs to play a partial intermediary role in this process.In this study, we investigated the effect of temporary deprivation control on uncertain consumer preference and its psychological mechanism. The results show that the temporary deprivation control will reduce the individual's preference for the uncertain consumption, and the demand of the order will play a partial mediating role in this process.