Effect of Need for Cognitive Closure and Heuristics on Price Judgment

Abstract

Abstract: The research combines the method of questionnaires with lab experiments. 120 students were selected to administrate the need for cognitive closure(NFCC)scale and were distributed into high dispositional NFCC group or low dispositional NFCC group. Both groups participated in the next three decision-making experiments, which were about the left-digit anchoring effect, the precision effect and the ease of computation effect. The present study aims to investigate how individuals′ NFCC and heuristic strategies affect their price judgments. The results showed that(1)In the precision effect on behalf of representativeness heuristic, NFCC and precision effect had a significant interaction on price evaluation preferences. Individuals with high NFCC preferred to make higher evaluations than those with low NFCC;(2)in the ease of computation effect on behalf of availability heuristic, NFCC and discount magnitude had a significant interaction on judgments of discounts. Discounts were perceived to be larger by individuals with high NFCC than their counterparts, when it was 3;(3)In the left-digit anchoring effect on behalf of anchoring heuristic, the NFCC, the left digit of the target price and the price ending had a significant interaction on price magnitude perception. When the left digits differed, the magnitude perception of the individuals with high NFCC was higher when the price had a zero versus a nine ending. In conclusion, NFCC and heuristics impact consumers′ price judgment. The results have significance on commercial area. Different pricing approaches and strategies would have different influence on people with high NFCC or low NFCC.

Key words: need for cognitive closure(NFCC), heuristic, judgment of price, availability heuristic, representativeness heuristic, anchoring heuristic

摘要： 采用问卷与实验相结合的方法,以120名大学生为被试,考察认知闭合需要与一般启发式策略对个体价格判断的潜在影响。结果发现：（1）认知闭合需要与精确度效应交互作用显著,高闭合个体在整数价格高低的评价上高于低闭合个体;（2）认知闭合需要与差价大小交互作用显著,差价整数位是3时高闭合个体对于差价的评价高于低闭合者;（3）认知闭合需要,左侧数字改变与以9结尾、以0结尾三者的交互作用显著,当评价左侧数字改变的价格时,高闭合个体对以0结尾的数字的评价显著高于以9结尾的数字的评价。认知闭合需要与启发式策略对价格判断共同产生影响。研究结果表明,不同的定价方式与定价策略会对认知闭合需要不同的个体产生差异性影响。

关键词: 认知闭合需要, 启发式策略, 价格判断, 代表性启发式, 获得性启发式, 锚定启发式

CLC Number:

B842.5

Wu Zhongling, Si Jiwei, Xu Xiaohua. Effect of Need for Cognitive Closure and Heuristics on Price Judgment[J]. Studies of Psychology and Behavior, 2013, 11(3): 387-394.

邬钟灵, 司继伟, 许晓华. 认知闭合需要与启发式策略对价格判断的影响[J]. 心理与行为研究, 2013, 11(3): 387-394.

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