The Influence Of Numerosity Effect And Construal Level Theory On Intertemporal Choice In Consumption Situation

There have been a lot of researches on intertemporal choice.However,in the current consumption environment,there are few researches on intertemporal issues such as whether consumers will choose to buy immediately with a small discount or wait for a promotion with a large discount.Psychologists have proposed more applicable priority models in light of the "anomaly" in the previous research intertemporal choice based on time discount model,among which "anomaly" includes the numerosity effect.The numerous effect states that people tend to pay more attention to digital information in daily life while ignoring the unit and practical significance of numbers.Numerous effect may influence intertemporal choice.Is it true that the same content but different expressions make people believe that the less money and the longer the wait,the less willing they are to wait? This study assumes that the numerosity effect influences intertemporal consumption choices.The numerosity effect has a variable influence.Some researchers have discovered that different construal level theories can influence people’s perception of numbers and units.At the same time,it has been demonstrated that construal level theory has a significant impact on intertemporal choice,and the individual time discount rate is lower with high construal level theory.However,under priority models,this conclusion is rarely demonstrated.As a result,this study compares different digital expressions under the consumption background to examine the influence of the numerosity effect in intertemporal choice.To further investigate the relationship between them,the variable construal level theory is added.The pre-experiment tests whether the numerosity effect influences people’s intertemporal choices by directly simulating the balance task,and it ensures that the subsequent experiments can be carried out.The subjective perception of subjects was significantly different under different digital expressions,proving that the numerosity effect had an influence on intertemporal choice.In the first study,using the Temporary Choice task selection paradigm,the relationship between the expression of different digital units intertemporal choice was discussed under the scenarios of consumers’ profit and money saving(1a)and loss repayment(1b)(1b).The results of recruiting 69 subjects show that the subjective perception of subjects in different digital expressions of gain/loss situations in the consumption environment is significantly different,demonstrating that digital expressions in units of "days" tend to make consumers feel longer,so they prefer to buy immediately in the acquisition situation and delay repayment in the loss situation.The digital expression in the unit of "month" tends to give consumers the impression that time is running out,so they prefer to postpone the purchase in the acquisition situation and repay it immediately in the loss situation.On the basis of the first study,the second study expands on the influence of numerosity on intertemporal choice in a consumption situation and adds the variable construal level theory.The procedure in study 2 is essentially the same as in study 1,with the exception that in study 2,the "why to do" paradigm is used to increase the thinking induction of the construal level theory,and the influence of the 2b)numerosity effect and the construal level theory on intertemporal choice is discussed under the scenarios of saving money through consumption(2a)and loss repayment(2b)(2B).The findings show that the main effect and interaction between numerosity effect and construal level theory are significant,demonstrating that different Construal Level Theories influence the intensity of the numerosity effect.Under the low construal level theory,the numerosity effect is stronger,and people pay more attention to digital information in the consumption environment,so people are more inclined to buy immediately in a gain situation,and people are more inclined to delay repayment in a loss situation,but the opposite is true in a loss situation.The numerosity effect is weakened by the high construal level theory,and people pay more attention to the unit in the consumption environment.As a result,in an acquisition situation,people’s subjective perception of time will be shorter,making them more likely to buy immediately,and the expression "month" will make people’s subjective perception of time longer,making them less likely to buy immediately.Using "day" as the expression in a loss situation causes people’s subjective perception of time to be shorter,making them more inclined to delay repayment.Using "month" as the expression causes people’s subjective perception of time to be longer,making them more inclined to delay repayment.In a nutshell,regardless of profit or loss,consumers’ consumption decisions are not entirely rational,and whether to buy immediately or wait for purchase is influenced by the numerosity effect and the construal level theory.The research findings provide a scientific foundation for individuals’ interim real-world consumption decisions.