The Impact Of Need For Cognitive Closure And Attribute Framing On Purchase Decision-making Process

The purpose of this study is to explore the influence of need for eognitive elosure and attribute framing on consumption decision-making proeess.The overall study is divided into three parts:The pre-research determines the main influencing factors of restaurant and hotel consumption.The purpose of the first study is to explore the effects of need for cognitive closure under natural conditions and attribute framing on the consumption decision-making process.The need for cognitive closure scale was used to measure the need for cognitive closure level of the subjects,and the highest and lowest scores of 27%were selected as the high and low need for cognitive closure group.Using 2(need for cognitive closure:high,low)× 2(attribute framing:positive,negative)design,the need for cognitive closure to be designed between groups,and the attribute framing is designed within the group.The dependent variable is the consumption decision-making process,and the measurement indexes include:decision-making time,number of information search,depth of information search,and information search mode.The second study aims to explore the influence of need for cognitive closure under time pressure and attribute framing on consumption decision-making process.Still using 2(need for cognitive closure:high,low)× 2(attribute framing:positive,negative)design.This design differs from the first study is that the level of need for cognitive closure is induced by time pressure.Based on the above research,the following conclusions are drawn:(1)The need for cognitive closure has a significant impact on the consumption decision-making proeess.Individuals with higher need for cognitive closure need shorter decision-making time,less information search,shallower search depth and more biased search-based attributes than those with lower need for cognitive closure.(2)The attribute framing has a significant impact on the consumption decision-making process.Under the positive(than negative)attribute framing,individuals'decision-making time is longer,information search is more,search depth is deeper,and search mode is more biased based on options.(3)There is a significant interaction between the need for cognitive closure and the attribute framing on the consumption decision-making process.Individuals with high need for cognitive closure need longer decision-making time,more information search,deeper search depths and and more biased search-based options;while for individuals with low need for cognitive closure,there is no significant difference in decision-making process under the positive and negative attribute framing.(4)The need for cognitive closure of time pressure initiation and natural state have the same effect on consumption decision-making process,but the former is more effective.