Effects Of Time Pressure And Alternative Attribute On Information Processing In Decision-Making

According to the standpoint of information processing, the research adopted the Information Board technique of the decision process method to discuss the influence of time pressure and the attribution of alternative to the information process of individual decision making use the affair of buy car as the task. The research used more complicated choice task by increase the number of attribute and control the change of attribution's weights according with the other research use the simple task and not suitable to the reality to increase the factor of background to realize the aim of close to real life.The two preliminary experiments afford the necessary material for the formal experiment. The first preliminary experiment uses the self-composed questionnaire to attain 8 attributions of individuals pay attention when they buy the car, and give the weight of each attribution as the important sequence. The second experiment uses the mock process to measure the mean time and standard deviation of accomplish the decision task, and sizes the decision time of the difference condition according to the formerly research.The first experiment mainly discusses the influence of time pressure and numbers of attribute and interaction between the two on the information process in the decision. The results show that, increasing the numbers of attribute improved the complication of the decision task, time pressure and numbers of attribute has the significant interaction on the choice time and the depth of search. Time pressure has the main effect on the decision behavior. On the condition of time pressure, the more subjects use the choice strategy not the accelerate one. Meantime, the more subjects use the attributes information to cope with strict time constraint.The second experiment mainly discusses the influence of time pressure and weights of attribute and the interaction on the information process in decision. The result shows that, the both of time pressure and weights of attribute have significant interaction on the search of information. Weights of attribute has significant effect on decision behavior, on the condition of present weights of attribute, the subjects increase the depth of search information, and more subjects use the strategy of search on the basis of attribute.The experiments results of the research support the Image Theory under the time pressure of decision-making. Meanwhile, the research compares the difference between risk decision and no-risk decision in reality. Compare the other research, the research also find that the present of weights of attribute have influence on the individual decision process.