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Beslutsfattande: Experimentell studie i konsumentpsykologi gällande beslutsfattande i kognitivt belastat tillstånd
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Social and Psychological Studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Decision making : Experimental study in consumer psychology regarding decision making in a depleted state (English)
Abstract [sv]

Sammanfattning

En experimentell studie har genomförts på Karlstads universitet. Genom en oberoende mätning genomfördes tester på 149 deltagare varav 75 män och 74 kvinnor deltog. Studien hade som huvudsyfte att undersöka hur kognitiv utarmning påverkade beteendet vid beslutsfattande. Deltagarna randomiserades i tre olika betingelser. Varje betingelse bestod av tre olika heuristiks varav den första var Good-enough, det vill säga att deltagaren fattade ett beslut gällande en produkt som var bra nog men inte mer än det. Den andra heuristiken var Specifik, deltagarna i denna grupp fick i uppgift att hitta en specifik produkt. Den tredje heuristiken var Take-the-best, deltagarna fick i uppgift att genomföra ett produktval som de ansåg var den bästa produkten. Efter dessa val genomfördes ett strooptest på samtliga deltagare, för att sedan genomföra ytterligare två beslut utan heuristiker och endast med riktlinjen vad de själva kan tänkas köpa. Den aktuella studien kunde påvisa en signifikant skillnad mellan grupperna. Resultatet tyder på att den grupp som utsatts för störst kognitiv utarmning och således belastning var den grupp som tog längst tid på sig för att genomföra ett beslut.

 

Nyckelord: Kognitiv utarming, belutsfattande, beteende, heuristiker, konsumentpsykologi

Abstract [en]

Abstract

An experimental study has been conducted at Karlstad University. An independent measurement was carried out tests on 149 participants, of whom 75 men and 74 women participated. The study was designed primarily to examine how cognitive depletion affects behavior in decision making. Participants were randomly assigned to three different conditions. Each condition consisted of three different heuristics the first of which was Good-enough, meaning that the participant made ​​a decision regarding a product that was good enough but not more than that. The second heuristic was specific, participants in this group were asked to find a specific product. The third heuristic was Take-the-best, the participants were asked to implement a product choice that they felt was the best product. After these elections have been held a strooptest on all participants, and then conduct two further decisions without heuristics and only with the guideline what they themselves might buy. The current study was able to demonstrate a significant difference between groups. The result suggests that the group that suffered the highest cognitive depletion and thus load was the group that took the longest time to implement a decision.

Keywords: Depletion, decision-making, behavior, heuristics, consumer psychology

Place, publisher, year, edition, pages
2014. , 25 p.
Keyword [en]
Depletion, decision-making, behavior, heuristics, consumer psychology
Keyword [sv]
Kognitiv utarming, belutsfattande, beteende, heuristiker, konsumentpsykologi
National Category
Psychology (excluding Applied Psychology)
Identifiers
URN: urn:nbn:se:kau:diva-32744OAI: oai:DiVA.org:kau-32744DiVA: diva2:727356
Subject / course
Psychology
Supervisors
Examiners
Available from: 2014-08-13 Created: 2014-06-19 Last updated: 2014-08-13Bibliographically approved

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