An Experimental Study Based on the Moderating Effect of Expectation between Sequential Search Behavior and Time Pressure

Abstract

Abstract:

This study reveals the effect of time pressure on search behavior and expectation's moderating effect in sequential search scenario. A research model is built based on optimal stopping theory, dual processing theory and regulation orientation theory. Some hypotheses about decision-maker's search depth, strategy and speed are proposed. On the one hand, the optimal search behavior is solved based on computer simulation. On the other hand, the real search behavior of the subjects is observed with laboratory experiment. Furthermore, we test model and hypotheses through comparing real behavior with the optimal. There are four findings in this study. First, time pressure will cause decision-maker's preference reversal of search depth, which is over search under low time pressure while insufficient search under high time pressure. Second, expectation can moderate the relationship of time pressure to search depth, time pressure significantly influences search depth in pessimistic expectations but not significantly in optimistic expectation. Third, time pressure affects search strategy, which is attribute based strategy under low time pressure while option based strategy under high time pressure. Fourth, time pressures significantly speed up search.

Key words: time pressure, sequential search behavior, the optimal search theory, expectation, moderating effect

Wang Yuan, Qin Junchang, Bian Weijun. An Experimental Study Based on the Moderating Effect of Expectation between Sequential Search Behavior and Time Pressure[J]. , 2018, 30(8): 182-193.

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