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ISSN : 1229-8778
This study investigated the effects of constructive processes and need for cognition on preference reversals in judgment and choice tasks. The experimental design was 2(degree of constructive processes: low/high) × 2(need for cognition: low/high) completely randomized factorial design. The results showed that first, in the familiar product, subjects in high constructive processes condition had higher rate in preference reversals in response mode than in low constructive processes condition. Second, in the familiar product, subjects who had high need for cognition did not show significant difference in preference reversals in response mode between low and high level of constructive processes. Third, in the familiar product, subjects who had low need for cognition showed significant difference in preference reversals in response mode between low and high level of constructive processes. However, in the unfamiliar product, all of the points mentioned above were not significant. In addition, subjects in high constructive processes condition showed significant difference in consideration of attribute importance in response mode. Also, when preference reversals happened, difference in consideration of attribute importance in response mode is significant.
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