The Influence Of Decision-making Role On Inaction Inertia:the Mediation Of Cognitive Focus

With the popularization of information platform,people are more exposed to all kinds of attractive commodity environment and have more time to make decisions.Sometimes,however,when customers plan to buy,they find that the offer is over or the goods are sold out.When faced with similar opportunities,do individuals choose to buy or not? Inaction inertia is a widespread consumer decision bias.In some cases,when a better opportunity is missed in the same field,it is likely to reduce the possibility of individual follow-up action.We assume that cognitive focus can explain the inertia effect of omission.When the individual pays more attention to the loss(the relationship between the current opportunity and the missed opportunity)rather than the return(the relationship between the initial state and the current opportunity),it tends to showinaction inertia.We also put forward the role difference ofinaction inertia.Compared with self-decision makers,agent decision-makers show lessinaction inertia,because compared with self-decision makers,agency decision makers pay more attention to gains rather than losses.By exploring the mediating role of cognitive focus between role(self-decision makers and agent decision makers)andinaction inertia,this study aims to reveal the causes ofinaction inertia and enrich the relevant research oninaction inertia.From the point of view of psychology,this paper provides some suggestions for consumer rational decision and marketing personnel to formulate relevant marketing strategies.This study consists of four studies.In the first study,the difference of decision-making role in Inaction inertia is discussed,the second is the relationship between decision-making role,cognitive focus and Inaction inertia,the third is whether cognitive focus can explain the inertia of omission,and the fourth is whether there is a limited range of cognitive focus to inertia interpretation of omission.In this study,728 college students were selected as subjects(the number of effective subjects was 620),and the inertia tendency of inaction was measured by situational test.The results are as follows:Compared with self-decision makers,agency decision makers do show less inaction inertia.Compared with self-decision makers,agency decision makers are more likely to focus on benefits than losses.Inaction inertia can be explained by cognitive focus.Both self-decision makers and agency decision makers show less inaction inertia when they pay attention to income than when they pay attention to loss.When the difference between loss and income is within a certain limit,individual attention to income shows less inertia than attention to loss;when the difference between loss and income is large,the influence of cognitive focus on inaction inertia is not significantly different,and when the difference between income and loss is large,the individual shows obvious inertia tendency of inaction.