基于調(diào)節(jié)模式視角的選擇超載研究

1、 Shanghai Normal University Master of Philosophy AbstractIIAbstractWith the advent of the Internet and big data era, we are surrounded by a variety ofinformation. In order to improve the market competitiveness of their

2、products, all kindsof products have been introduced to meet the needs of consumers.However, studies foundtoo many choices can lead to negative consequences, which is called choice overload,thisphenomenon has attracted th

3、e attention of scholars.Previous studies focus on the choice overload gradually from the verification ofwhether this phenomenon exists to research the phenomenon of boundary conditions,most of the studies research how th

4、e features of the choice set influence choice overload ,there is less research study how the individual factors influence choice overload. Basedon the literature of choice overload, we discussed the relationship between

5、regulatorymode and choice overload as well as the influence mechanism.Three experiments tested the relationship between regulatory mode and choiceoverload , the decision-making difficulties mediated the effect of regulat

6、ory mode onchoice overload as well as the interaction of regulatory mode and tasktype(simple/complex).It turned out that:(1)When regulatory mode were measured as chronic individualdifferences,compared with participants w

7、ho were locomotion orientations, participantswith assessment mode were more likely to experience more regret and change the formerchoice, that is to say, choice overload happened.(2)When regulatory mode were induced expe

8、rimentally, faced with too muchchoices, participants with assessment mode were more likely to delay choice comparedwith locomotion mode, in other words, choice overload happened.(3)There is no difference between regulato

9、ry mode as chronic individual andregulatory mode were manipulated,compared with locomotion orientations, assessmentorientations experienced choice overload when faced with too much choices.(4)decision-making difficulties