Decision Making for Purchasing Products under Context Effects

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เอกพงศ์ แพ่งกุล
สุชาดา กรเพชรปาณี


The research objectives were 1) to study decision-making consequences affected by three context effects i.e., Similarity, Attraction, and Compromise effects under time and no time constraints 2) to study response time distributions of decision making under time and no time constraints. Research sample comprised of 60 enlisted men working at Signal Department, Royal Thai Army, Bangkok in the fiscal year 2558. Research instrument was decision-variable measurement test called Decision Making Information Scripts (DMIS) and designed to measure choice relative frequency and relevant response time of each choice the subjects made, question by question. The DMIS was composed of 52 questions separated into 3 parts, i.e., training (4 questions), choosing one mobile phone from totally two mobile phones (24 questions), and choosing one mobile phone from totally three mobile phones (24 questions).

         Research results showed that, under the four levels of the time constraint i.e., no time constraint, 25%, 50%, and 75% time constraints, the relative frequencies of choices were corresponding to the choice probabilities claimed by previous studies for 10, 8, 8, and 8 out of 12 context effect patterns, respectively; and the response times distributed as the Ex-Gaussian and were fitted to the empirical data with BIC = -352.983, -256.010, -239.712 and -216.745, respectively.

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บทความวิจัย (Research Articles)


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