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ISSN : 1229-8778
Among the many decisions made throughout the day is not only for myself, but also for others. In the same situation, however, who is the beneficiary of the decision may affect the outcome of the decision. This study is to examine how the decision beneficiary affect the decision process. In particular, the effect of decision object and construal levels on risk-taking. In addition, it was intended to examine the effect of choice accountability on the decision maker by comparing it with the decision maker's accountability to explain its decision to the beneficiary of the decision. In this study, the effect of decision object and construal levels on risk-taking levels has been examined. Each participant was randomly assigned to one of six conditions in the experimental of 3(decision object: self/other with accountability/ without accountability) X 2(construal level: high/low) 2-way completely randomized factorial design. The result shows an effect of correlation between decision object and construal level, and represents that participants who have low-construal prefer to select low risk-taking choices when the decisions are made for self and for other with responsibility, whereas participants who have high-construal reveal not much difference. Although it is very common to decide whether to take or avoid risks in various circumstances, this study focuses on consumers' decision making upon purchase. Especially, a decision making procedure upon purchasing items for oneself or for others has been investigated with the consideration of the others classified by detailed characteristics. The research results implicate that people have a tendency to take higher risks for the choices for others than for themselves but the tendency diminishes when they feel accountabilities. Through the measurement of construal levels, it has been identified that individuals' variable also has an influence on the results.
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