【作者】 陈维举；

【导师】 周爱保；

【作者基本信息】 西北师范大学 ， 基础心理学， 2011， 硕士

【摘要】 本研究依据信息加工理论的观点,运用决策研究中的过程追踪方法,通过决策过程研究方法中的信息板技术,用实验的范式,以模拟现实生活中的商品购买决策为实验任务,探讨了情绪和时间压力对购买决策中信息加工的影响。本研究共有5个子研究,分为两个预备实验和三个系列实验。两个预备实验为正式实验提供了必要的实验材料和理论依据。预备实验一通过自编的调查问卷,用纸笔测验的方式对被试展开开放式调查,得到了影响消费者做出购买决策最重要的5个因素。预备实验二利用计算机模拟的实验程序测定了被试完成决策任务所需时间的平均数和标准差,依据相应的标准确定出了不同时间压力情形下的决策时间。实验一主要探讨了情绪变量对购买决策过程中信息加工的影响,结果显示,在购买决策信息加工的搜索深度上,不同的情绪状态间差异显著,积极情绪组显著高于中性情绪组和消极情绪组,中性情绪组也显著高于消极情绪组。在购买决策信息加工的搜索模式上,不同的情绪状态间差异也显著,积极情绪组和中性情绪组被试更多地采用了以选项为主的信息搜索模式;消极情绪组被试更多地采用了以属性为主的信息搜索模式。实验二主要探讨了时间压力变量对购买决策过程中信息加工的影响,结果显示,在购买决策信息加工的搜索深度上,不同的时间压力组间差异显著,无时间压力组显著高于有时间压力组,低时间压力组也显著高于高时间压力组。在购买决策信息加工的搜索模式上,不同的时间压力组间差异也显著,无时间压力组和低时间压力组更多地采用了以选项为主的信息搜索模式;高时间压力组更多地采用了以属性为主的信息搜索模式。实验三同时考查情绪和时间压力以及两者的交互作用对购买决策过程中信息加工的影响,结果显示,在购买决策信息加工的搜索深度上,情绪和时间压力的主效应均显著,交互作用也显著。低时间压力下的被试更易受到情绪状态的影响,而高时间压力下的被试则不易受到情绪状态的影响。在购买决策信息加工的搜索模式上,情绪和时间压力的主效应均显著,但交互作用不显著。更多还原

【Abstract】 The present study is based on the framework of information processing and undertaken by the process-tracking way in the decision study. It explores how emotion and time pressure influence information processing in purchasing decision in reality with the help of information display board in the decision process study. The present study has five branch studies. They are two preparatory experiments and three serial experiments.The two preparatory experiments provide the necessary experimental material and theoretical basis for the formal experiment. Preparatory experiment 1 provides the five most important factors affecting consumers’purchasing decision by investigating openly subjects with a self-designed questionnaire. Preparatory experiment 2 provides us with the average score and standard variable of the time subjects spent on the decision task by an experiment imitated by computer. Thus, the decision time under different pressure circumstances is clarified with the corresponding standard.Experiment 1 mainly explores how emotion influences information processing in the purchasing decision. The result shows that groups with different emotions are significantly different from each other in terms of the depth search in purchasing decision information processing: the group with active emotion is significantly higher than those with medium and passive emotion; the group with medium emotion is significantly higher than that with passive emotion. In the perspective of the pattern of search in purchasing decision information processing, groups with different emotions are significantly different from each other: groups with active and medium emotion are more likely to adopt choice-dominated information pattern of search, the group with passive emotion is more likely to adopt category-dominated information pattern of search.Experiment 2 mainly explores how time pressure influences information processing in purchasing decision. The result shows that in the perspective of the depth of search in the purchasing decision information processing, groups with different time pressure are significantly different from each other: the group with no time pressure is significantly higher than the group with time pressure; the group with low time pressure is also significantly higher than the group with high time pressure. In the perspective of pattern of search in purchasing decision information processing, groups with different pressure are significantly different with each other: the group with no time pressure and low time pressure are more likely to adopt choice-dominated pattern of search; the group with high time pressure is more likely to adopt category-dominated information pattern of search.Experiment 3 simultaneously explores the effect of emotion and time pressure as well as the interaction between the two on the information processing in purchasing decision. The result shows that in the perspective of the depth of search in purchasing decision, both of emotion and time pressure’s main effect are significant. The group with low time pressure is more subject to emotion, while the group with high time pressure is less likely to be influenced by emotion. In terms of pattern of search in purchasing decision information processing, both of emotion and time pressure’s main effect of their interaction is not significant.更多还原