The Impact Of Subjective Knowledge Of Choice Deferral

This article introduced the subjective knowledge as cognitive difference to the research field of choice deferral,exploring the effect of subjective knowledge on choice deferral.Through experimental designs,the article proved that subjective knowledge has a negative influence on choice deferral.Furthermore,it found that individual's confidence in decision-making ability played a mediating role.Finally,in the influence of subjective knowledge on choice deferral,the moderating effect of the decision style was tested in the paper.Experiment 1 measured the individual's subjective knowledge in a developed scale and finally verified the significant negative effect of subjective knowledge on choice deferral in simulated nourishment-purchasing task.Compared with individuals with low subjective knowledge,individuals with high subjective knowledge are less likely to defer their choices.In Experiment 2,a manipulation was used to influence the individuals' subjective knowledge level.At the same time,the selection scenario was extended from ordinary goods to financial investment products.While validating the main effect again,Experiment 2 tested the mediating role of decision-confidence in the influence of subjective knowledge on choice deferral.Experiment 3 used another manipulating method of affecting subjective knowledge.Participants assigned to low SK group was asked to complete a housing-knowledge test with difficult questions,while participants in high SK group with easy questions.Finally,a statistical analysis proved that the decision style played a moderating role in the influence of subjective knowledge on choice deferral.