Research On The Mechanism Of Family Car Buying Decision-making Based On Quantum Cognition

Quantum cognition and decision making is an important field in the research direction of human behavior.Its uncertain state and entangled state largely explain the process of decision making under the case of limited information and ambiguous circumstances.As an important household durable goods,the purchase decision of a household car has the typical characteristics of family purchase decision.Especially for urban core family structure,couples are the most important decision makers in family buying decisions.There is an uncertainty and entanglement state between the two sides' cognitive preference before they make the final purchase decision.According to the current situation of family decision-making and the status of cars purchase,the decision model of family purchase is constructed from the perspective of husband's decision-making,and the cars brand is used as the final choice.Quantum probability is used to explain the independent and joint decision model of husband and wife purchasing decision making in quantum cognition theory.The research shows that the internal mechanism of family decision making is based on the quantum attribute of family decision;independent family decision-making is more similar to personal consumption decision-making,and family decision-making is more inclined to joint decision-making;joint family consumption decision is more inclined to incompatible expression in quantum cognition;and then,family members' opinion will have a sequential effect and interference effect on family decision makers.