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ISSN : 1229-8778
The objective of this study is to investigate the effect of mood, decision mode, and decision strategy on the preference consistency in the process of judgment of decision of the consumer. The experimental design was 2(mood: pleasant vs. sad) x 2(decision mode: intuitive vs. deliberate type) x 2(decision strategy: intuitive vs. deliberate) 3-way randomized design. The dependent variable is the number of inconsistent choices. The main findings of this study were as follows: consumer’s preference consistency was changed by mood and decision mode, and their interaction showed. The fitting decision between mood and decision mode existed. Intuitive person(type-I) showed a similar preference consistency regardless of the kinds of mood, however, deliberate person(type-D) showed a more consistent preference on sad mood than pleasant mood. Also there was an interaction effect between decision mode and decision strategy, that is, the fitting decision between decision mode and decision strategy existed. Intuitive person showed a more consistent preference on intuitive strategy, deliberate person showed a more consistent preference on deliberate strategy. The finding of this study shows that there are fitting decisions in preference consistency.
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