The purpose of the present study was, first, to investigate the influences of four types of decision strategies-additive (ADD), additive difference (ADD-DIF), conjunctive (CON), and lexicographic (LEX) strategies-on decision time and subjective states, and, second, to investigate the usage frequency of the strategies in various conditions of a consumer choice task. Each subject, 208 university students in all, was randomly assigned to one cell of a 4 (ADD, ADD-DIF, CON, or LEX strategy) × 2 (4 or 10 alternatives)× 2 (4 or 10 attributes) design. (1) Subjects who utilized ADD and ADD-DIF strategies which were compensatory styles required longer decision time, and reported greater perceived information load and greater usage frequency than subjects who utilized CON and LEX strategies which were non-compensatory styles. (2) LEX strategy produced greater perceived uncertainty than ADD, ADD-DIF, and CON strategies. (3) Decision time and perceived information load increased with increased alternatives for all strategies, and they increased with increased attributes for ADD, ADD-DIF, and CON strategies.
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