Sometimes it is not so bad to decide in a hurry: Influence of different levels of temporal opportunity on the elaboration of purchasing intention
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The present study examines the impact of different levels of time pressure on the elaboration of purchase intention. Participants formed attitudes towards two stores and then indicate in which stores they would go shopping. Descriptions of the stores were experimentally constructed in order to indicate whether participants rely on an attribute-based or an attitude-based strategy when forming their purchase intention. Participants made their choices under time pressure (either 5, 9 or 15 seconds) or were given unlimited time to deliberate. Results show that in 5 second limit and unlimited time conditions, they rely more on an attitude-based decision strategy and chose the less optimal store. Under moderate time pressure (9 and 15 seconds), participants are able to use relevant knowledge about the stores and rely more on an attribute-based strategy. Results are discussed in light of the Unconscious Theory of Thought (Dijksterhuis & Nordgren, 2006).
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