The Effect Of Unconscious Thought On Decision Making Quality Under Product Homogeneity

Unconscious thought is a kind of cognitive or emotional process in which our attention does not point to the current task.It can help individual to solve complex problems,make the best choice under complex situation.Based on unconscious thought theory,this study explored whether the unconscious thought influenced our quality of decision result or not under the high product homogeneity.Moreover,this study further discussed the role of the implicit rules in unconscious thought effect.The research is divided into three parts.The first study explored the unconscious thought effect under high product homogeneity;the second study explored that if implicit rules can influence unconscious thought effect when product homogeneity was high;and the third study explored how implicit rules effect on unconscious thought effect under complex task circumstances.The main results are as follows:(1)when increased the product homogeneity as an characteristic of complex tasks,the unconscious thought does not promote the decision-making quality.(2)implicit rules as an advice can promote unconscious thought effect.(3)it is implicit rules,not implicit information,that moderating the unconscious thought effect.These results put forward the outlook for the future research in the end.