Beslutsfattande och uppmärksamhet
Heuristikers påverkan på kognitiva resurser inom konsumentpsykologi
Every day we make numerous decisions. Some are better than others. Intuitive decisions usually results in less good decisions when we do not reason about our choices. Research has been interested about the process that is behind how we make good decisions. Decisions we face every day, such as when we shop, determined using various mental shortcuts that we use unconsciously. These shortcuts are called heuristics. The purpose of this study is to investigate the consequences for the use of various heuristics and if they reduce the cognitive resources to varying degrees. A quantitative data collection was performed by a laboratory experiment with a total of 34 participants. A convenience sample was done and participants were divided into three different heuristic groups by randomization. Groups were examined and compared by using eye-tracking equipment where there where a controlling number of observations during the decision process. Number of observations represents how many products participants viewed during the decision making. There may be multiple observations on the same product or different products. A mixed ANOVA with a repeated measurement of the various groups was used. Results show that the heuristic group ?recognition? had the least number of observations in the decision before the cognitive load and increased the number of observations in the decision after the cognitive load. This indicates a greater attention after cognitive load. The conclusion is that this group had the least reduction of cognitive resources after cognitive load. This is resulting in a less risk to make impulsive decisions.