演讲题目：The impact of the maximizing mindset on decision time

演讲嘉宾：马京晶, 北京大学国家发展研究院助理教授

演讲时间：2017年4月17日（周一）上午10:00-11:00

演讲地点：嘉庚一（保欣丽英楼）409室

主持人：陈瑞助理教授

文章摘要：

Prior research has shown that a maximizing decision strategy pushes people to take longer to make a decision. However, using a mindset priming manipulation, we show that this effect depends on choice complexity: maximizing prolongs decisions only for complex choices, but quickens decisions for simple choices. Two mechanisms account for this effect. First, decision time varies with the number of comparisons made; because complex choices involve more potential comparisons, maximizing increases decision time by increasing number of comparisons to a greater extent for complex than simple choices. Second, decision time is negatively related to the speed with which each comparison is made. Maximizing thus reduces decision time for simple choice mainly because it reduces comparison time, but maximizing increases decision time because the effect of increased number of comparisons overwhelms the effect of quickened comparison time. As revealed by eye-tracking, maximizing reduces comparison time in part because it promotes a more structured visual search among choice options. The present research thus clarifies the current understanding of the relation between maximizing and decision dynamics.

个人简介：

马京晶是北京大学国家发展研究院的管理学助理教授。她于2015年在凯洛格商学院市场营销系获取博士学位。她的主要研究领域是消费者决策与判断，消费者网上购物决策与眼动分析。马京晶的研究成果曾被发表在世界顶尖级学术期刊上，其中包括消费者研究杂志（Journal of Consumer Research）, 营销研究杂志（Journal of Marketing Research), 和哈佛商业评论（Harvard Business Review）。马京晶的学术成果曾被多家权威媒体报道，其中包括华尔街日报 、亚特兰大、科学美国人、当代心理学、新浪网等。