Hao-Te Lu, Tso-Jen Chen, Yi-Chou Wang^*
College of Management, Tainan University of Technology, Tainan City.
DOI: 10.4236/jss.2014.29041   PDF    HTML     4,151 Downloads   5,766 Views   Citations

Abstract

There are only limited things that human brain can process at the same time, and people are adapted to save mental resources for things that are more important. Earlier research has shown that heuristics is employed to lighten brain load when people have to make quick decisions. However, it is not clear whether people will make rational choices if they have plenty of time. The purpose of this study is to investigate whether mental resources more or less will affect consumer behavior. In the experiment feeling/thinking (intuition vs. rational), working memory load (numbers memorization), will be employed to understand participants’ changing behaviors.

Keywords

Memory Load, Choice Behavior

Share and Cite:

Conflicts of Interest

The authors declare no conflicts of interest.

References

[1]	Schelling, T. C. (1984) Choice and Consequence. Harvard, University Press, Cambridge.
[2]	Milkman, K.L., Rogers, T. and Bazerman, M.H. (2010) I’ll Have the Ice Cream Soon and the Vegetables Later: A Study of Online Grocery Purchases and Order Lead Time. Marketing Letters, 21, 17-36. http://dx.doi.org/10.1007/s11002-009-9087-0
[3]	Stoner, J.A.F. and Freeman, R E. (1989). Management. 4th Edition, Prentice-Hall, Inc., New Jersey.
[4]	Wood, J., Wallace, J. and Zeffane, R.M. (2001) Organisational Behaviour: A Global Perspective. John Wiley & Sons Australia Ltd., Australia.
[5]	Shafir, E. and Tversky, A. (1995) Decision Making. In: Smith, E.E. and Osherson, D.N., Eds., An Invitation to Cognitive Science, 2th edition, MIT Press, MA.
[6]	Osland, J.S., Kolb, D.A. and Rubin, I. M. (2001) The Organizational Behavior Reader. 7th Edition, Prentice Hall, Englewood Cliffs,
[7]	Gulick, L. and Urwick, L. (1937) Papers on the Science of Administration. Institute of Public Administration, New York.
[8]	Robbins, S.P. and Timothy, A.J. (2010) Organizational Behavior. 14th Edition, San Diego State University.
[9]	Holloman, C. (1992) Using Both Head and Heart in Managerial Decision Making. Industrial Management, 34, 7-10.
[10]	Simon, H.A. (1996) The Sciences of the Artificial. 3rd Edition, MIT Press, Cambridge.
[11]	Sweller, J., Van Merri?nboer, J.J.G. and Paas, F.G.W.C. (1998) Cognitive Architecture and Instructional Design. Educational Psychology Review, 10, 251-285. http://dx.doi.org/10.1023/A:1022193728205
[12]	Chandler, P. and Sweller, J. (1991) Cognitive Load Theory and the Format of Instruction. Cognition & Instruction, 8, 293-240. http://dx.doi.org/10.1207/s1532690xci0804_2
[13]	Miller, G.A. (1956) The Magical Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information. Psychological Review, 63, 343-355. http://dx.doi.org/10.1037/h0043158
[14]	Rottenstreich, Y., Sood, S. and Brenner, L. (2007) Feeling and Thinking in Memory-Based versus Stimulus-Based Choices. Journal of Consumer Research, 33, 461-469. http://dx.doi.org/10.1086/510219
[15]	Ravi, D. and Itamar, S. (2003) The Effect of Forced Choice on Choice. Journal of marketing research, 40, 146-160. http://dx.doi.org/10.1509/jmkr.40.2.146.19229
[16]	Ravi, D. and Klaus, W. (2012) Self-Signaling and the Costs and Benefits of Temptation in Consumer Choice. Journal of Marketing Research, 49, 15-25. http://dx.doi.org/10.1509/jmr.10.0490
[17]	Davis, J.M., Bailey, S.P., Jackson, D.A., Stresner, A.B. and Morehouse, S.L. (1993) Effects of Serotonin (5-HT) Agonist during Prolonged Exercise to Fatigue in Humans. Medicine and Science in Sports and Exercise, 25, S78. http://dx.doi.org/10.1249/00005768-199305001-00440
[18]	Sirgy, M.J. (1982) Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer Research, 9, 287- 300. http://dx.doi.org/10.1086/208924
[19]	Shiv, B. and Fedorikhin, A. (1999) Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making. Journal of Consumer Research, 26, 278-292. http://dx.doi.org/10.1086/209563