The Effect and Its Mechanism of Regulatory Mode and Decisional Role on Choice Deferral: From the Perspective of Process Tracking

Wang Huaiyong; Xing Xiaoxue; Yue Siyi

doi:10.16719/j.cnki.1671-6981.202304019

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Journal of Psychological Science ›› 2023, Vol. 46 ›› Issue (4) : 913-920. DOI: 10.16719/j.cnki.1671-6981.202304019

Social, Personality & Organizational Psychology

The Effect and Its Mechanism of Regulatory Mode and Decisional Role on Choice Deferral: From the Perspective of Process Tracking

Wang Huaiyong, Xing Xiaoxue, Yue Siyi

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Abstract

Prior studies have shown that there were differences between locomotion and assessment mode in target selection, behavior pattern, and goal realization. However, whether individuals with different regulatory modes have different preferences on choice deferral? This was the first question needed to be answered. Although some studies have indirectly discussed the differences in the process of choice deferral based on the perspective of outcome-orientated, there was little direct research on this problem from the perspective of process tracking. Therefore, the current study used information board to directly trace and reveal the information processing of decision makers with different regulatory modes on choice deferral, and tried to answer the second question. Moreover, people often make decisions not only for themselves, but also for others. Based on the trait-situation interaction theory, whether the effect of regulatory mode on choice deferral and its mechanism vary in different decisional roles? This was the third question needed to be answered.
Three experiments were conducted to explore the impact of regulatory mode on choice deferral, and the mediating role of information processing (processing time, processing depth, processing mode) and the moderating role of decisional roles. The results showed that:(1) Regulatory mode had a significant effect on choice deferral, and the assessors were more inclined to delay choice than the locomotors. (2) Processing time mediated the relation between regulatory mode and choice deferral. (3) Decisional role moderated the relations between regulatory mode, processing time and choice deferral. That is, participants with the assessment mode had longer processing time and were more inclined to delay choice when making decisions for themselves than those with the locomotion mode, but there was no significant difference in preferences when making decisions for others. (4) Decisional role moderated the mediating effect of processing time in the relation between regulatory mode and choice deferral. Specifically, when making decisions for oneself, the processing time of assessors was longer than that of locomotors, indicating that they were more inclined to delay the choice. However, when making decisions for others, the mediating effect of processing time was not significant.
In sum, the regulatory mode could affect people's choice deferral through the mediating effect of processing time, and this effect was restricted by the boundary condition of decisional role. The findings of this study have some implications for further understanding the differences in choice deferral among individuals with different regulatory modes and its mechanism, as well as how to formulate effective marketing strategies according to the differences of consumers with different regulatory modes.

Key words

regulatory mode / choice deferral / decisional role / processing time / information board

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Wang Huaiyong, Xing Xiaoxue, Yue Siyi. The Effect and Its Mechanism of Regulatory Mode and Decisional Role on Choice Deferral: From the Perspective of Process Tracking[J]. Journal of Psychological Science. 2023, 46(4): 913-920 https://doi.org/10.16719/j.cnki.1671-6981.202304019

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