The Effects of Decision Making Styles on Susceptibility to Marketing Techniques
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Publisher:The Ohio State University
Series/Report no.:The Ohio State University. Department of Psychology Honors Theses; 2006
The present study investigates the difference between three types of decision makers(analytical, intuitive, and regret) with respect to susceptibility to marketing techniques and decision making strategies, using a natural groups design (3 types of subjects). Subjects' (n=88) decision styles were determined by Nygren's Decision Making Inventory. A Hypothetical Situations Questionnaire was constructed to measure subjects' susceptibility, and a post-choice survey measured the degree of influence and strategy use. It was predicted that analytical decision makers would be least susceptible to marketing techniques, however there were no significant differences. It was predicted that analytical decision makers would be influenced the most. While they were highly influenced, unexpectedly, regret based decision makers were also highly influenced by the features. As expected intuitive decision makers were not highly influenced. The hypothesis that analytical decision makers would use exhaustive decision making techniques was supported. The results also show the DMI is valid and add to information about individual differences in decision making styles.
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