| Consumers often face emotion-laden choices involving conflicting goals of personal importance.Research suggests that consumers cope with the negative emotion associated with these choices by avoiding attribute trade-off making. This research investigates whether opportunity-cost time pressure can moderate these coping effects.Mouselab software was used to collect data.Three experiments show that opportunity-cost time pressure can decrease trade-off avoidance,leading to more rational decision. Opportunity-cost time pressure increases tradeoff making by disrupting consumers' abilities to consider relevant self goal information and the negative emotional consequences of trading off something of personal importance, thereby reducing consumers' emotion-based trade-off avoidance.Experiment 2 excludes the explanation that opportunity cost of time pressure influence the process of imagination.Experiments show that:first,attribute is a concept of multi-dimensions.Attribute importance is different from emotionality of attribute,both can influence decision making. Second, emotionality of attribute has significant influence on consumers' choice even after controling attruibute importance.Third,in emotional tradeoff difficulty decision situation,consumer show significant preference reversal between choice and matching.Consumer use simple lexicographic heuristics in choice rask while rational tradeoff in matching.Fourth,in decision situations with potential negative emotion,consumers under opportunity-cost time pressure will make rational tradeoff across choice and matching tasks,reducing the preference reversal between choice and matching. |
