Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/59146
Title: The impact of temperament and time pressure on choice overload effect
Authors: Yang, Hai Yuan
Keywords: DRNTU::Social sciences
Issue Date: 2014
Abstract: Current research in the field of consumer psychology argues that a large assortment is not beneficial to consumers. Compared to a small assortment, a large assortment could lower both the product satisfaction and subsequent motivation to purchase the product. A recent meta-analysis argued that the effect of having too much choice or choice overload effect could be affected by both contextual and decisional factors. The purpose of this experiment was to examine time pressure and temperament as possible factors in affecting the effect of choice overload. This study revealed that both time pressure and temperament were not significant in bringing about the effect of decreased motivation to purchase as number of choice increased, but the pattern of the results is consistent with our prediction. On the other hand, these factors are capable of influencing the type of post-decisional emotions (choice difficulties, enjoyment of the selection process and the product dissatisfaction) experienced by consumers. Different temperament and time pressure brings about different types of post-decisional emotion outcomes. At the same time, this study also revealed the possible effect of product type (utilitarian and hedonic) in influencing the post-decisional emotions experienced by consumers.
URI: http://hdl.handle.net/10356/59146
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:HSS Student Reports (FYP/IA/PA/PI)

Files in This Item:
File Description SizeFormat 
The effect of temperament on Consumer Behaviour.pdf
  Restricted Access
1.39 MBAdobe PDFView/Open

Page view(s) 50

153
checked on Oct 23, 2020

Download(s) 50

27
checked on Oct 23, 2020

Google ScholarTM

Check

Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.