The Discrepancies Of Different Income Accounts And Emotions To Self-other On Choice Deferral

Choice deferral means that there is no immediate choice before the final decision is made,but there is a certain amount of time elapsed.In consumer decision making,there are many factors that lead to a choice deferral of the individual.Personal emotion plays an important role in decision making,and different mental accounts also affect individual consumption decisions,which will make people think about whether they are useful and valuable,so choice deferral happens.Two experiments were conducted to investigate the effects of mental account and emotion to self-other on choice deferral.Firstly,this paper explores the differences of self-other on choice deferral propensity of individuals in different spending account situations under different income accounts and different emotions.Secondly,we examine the impact of expected regret on self-other choice deferral in different income.In the preliminary experiment,a questionnaire survey was conducted among 99 college students who are randomly selected to determine the most important attributes that affect consumers' purchase of mobile phones.And using the pretesting to determine whether the psychological account of the experimental material is clearly defined.In the first experiment,152 subjects were tested for the difference of self-other choice deferral under different income accounts and different emotions.In the second experiment,120 subjects were tested at different income accounts and expected the effect of regret on self-other delayed choice.Through the above two experiments,the experimental results show that there is a large difference between rural individuals and urban individuals.When the income account is labor income,there is a big difference in the delayed choice of self-others.There is a big difference between different income accounts and emotional ego-other people delayed choices.Expected regret has a greater self-other people delayed choice difference.Different expected regrets and income accounts have greater ego-other people delayed selection differences.The following conclusions were drawn from this study:Firstly,when buying things for themselves,rural individuals have more choice deferral than urban individuals.Secondly,when the income account is labor income,buying for yourself has a stronger tendency to delay than buying for parents.Thirdly,when buying for themselves,if the income account is labor income and the income brings negative emotions,the individual has more choices to delay the behavior.Fourthly,in the case of buying for their parents,individuals who have expected regrets have a stronger tendency to delay choices than those who do not.Fifthly,individuals who are expected to regret the situation where labor income is used to purchase for themselves,have more tendency to delay the choice.