不流暢性在為自己-他人決策時對脈絡效應的影響

Abstract

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People are tending to face countless choices in different categories every day. According to the view of economics, people should have always pick the alternative that they expected to have maximum benefits. However, in the real situation of market, the vary of context and the different object one is choosing for shows different outcomes. This research is directed to determine whether the context effect, which included compromise effect and attraction effect, is greater for people choosing for others than choosing for themselves. Furthermore, this research will discuss how the processing disfluent condition and retrieval disfluent condition moderate the relationship between choosing behavior for different individuals and context effect. Four hypotheses are proposed to test if the condition would fit the heuristic-systematic binary theory.