Abstract: Choice overload has long been a controversial topic in consumer psychology. While some researchers argue that larger assortment sets benefit consumers, some have argued that large assortments lead to choice overload (i.e. decreased satisfaction). A meta-analysis found that the average effect size for studies supporting the desirability of large assortments was equal to the average effect size for studies finding choice overload. Further, the meta-analysis could account for only 56 percent of the effect size variance, suggesting that there is still significant variance left unexplained. Building on these findings, many scholars have argued for a need to focus on when choice overload occurs, rather than whether it occurs. Consistent with those calls, a number of researchers have since identified moderators, such as option attractiveness, time pressure, product type, construal level etc. Among these factors, also including individual difference moderators. For instance, previous research showed that compared to satisficers, maximizers were more susceptible to choice overload. Additionally, compared to analytic thinking, participants with holistic thinking were less susceptible to choice overload. As an important individual difference variable, we want to know whether regulatory mode can be a boundary condition to moderate the effect of choice overload. Thus, the purpose of the present research is to explore the moderating effect of regulatory mode on choice overload based on regulatory mode theory, by using two different indicators of choice overload, and two manipulating methods of regulatory mode. The present study included two experiments. The first experiment employed 2(regulatory mode: assessment/locomotion) × 2(assortment size: large/small) between subjects design, used RMQ to measure regulatory mode, and took decision regret as dependent variable of choice overload. The participants were asked to complete RMS, and were distributed into large or small size condition, then, they were required to make choices of sweet flavours. The second experiment also employed 2(regulatory mode: assessment/locomotion) × 2(assortment size: large/small) between subjects design, differently, we used priming task to manipulate regulatory mode, and took choice deferral as dependent variable of choice overload. The participants were asked to complete priming task about regulatory mode, and were required to make choices of shoe styles. Results from the first experiment indicated that regulatory mode moderated the relationship between assortment size and decision regret. Specifically, assessors experienced more decision regret in the large rather than small size. In other words, they showed choice overload effect; however, for locomotors, there existed no differences on regret. The second experiment demonstrated that regulatory mode moderated the relationship between assortment size and choice deferral. Specifically, assessors were more inclined to defer their choices in the large rather than small size. In other words, they showed choice overload effect; however, for locomotors, there existed no differences on choice deferral. Further analysis based on mediated moderation showed that decision difficulty played a mediating role in this effect. These results suggested that regulatory mode moderated the effect of choice overload. Regulatory mode appeared to be an important boundary condition of choice overload effects, specifically, compared to locomotors, assessors exhibited choice overload effect. Moreover, based on mediated moderation, we found that decision difficulty could partly explain above effects.

Key words: regulatory mode, choice overload, decision regret, choice deferral, choice difficulty, mediated moderation

摘要： 当前，选择超载领域研究的焦点已从验证其是否存在，转向至其何时存在，即边界条件的探讨。本研究基于调节模式理论，分别以决策后悔和延迟选择作为选择超载的指标，开展两个实验探查选择超载存在的调节模式条件及所涉及的内在机制。实验1以决策后悔作指标，运用量表测试法操纵调节模式，初步探讨调节模式对选择超载的影响，结果发现调节模式调节了选项集与决策后悔的关系，即对评估模式的个体来说，面对大选项集比小选项集时体验到更强的后悔情绪，出现了选择超载，而对运动模式的个体而言，两种条件下的决策后悔无显著差异；实验2以延迟选择作指标，通过任务启动法操纵调节模式，进一步探讨调节模式对选择超载的影响及其机制，结果发现调节模式调节了选项集与延迟选择的关系，即对评估模式的个体来说，面对大选项集比小选项集时更倾向于延迟选择，出现了选择超载，而对运动模式的个体而言，两种条件下的延迟选择偏好无显著差异，进一步有中介的调节模型分析表明选择难度可以部分解释这种效应。总之，通过采用不同方法操纵调节模式，选取不同的选择超载指标，数据结果都一致支持：评估模式的个体比运动模式的个体更容易出现选择超载，选择难度在其中发挥着一定的中介作用。

关键词: 调节模式, 选择超载, 决策后悔, 延迟选择, 选择困难, 有中介的调节模型