Start Date

10-12-2017 12:00 AM

Description

Choice closure refers to the psychological process by which decision makers come to perceive a decision to be complete and settled and has been found to significantly influence consumers’ satisfaction in physical retail environments. We propose a closure interface as an effective/efficient mechanism for inducing customers’ choice closure in online environments. We build a research model based on theory of closure, theory of cognitive dissonance, social influence theory, and interruption. We first investigate the effects of various designs of closure interfaces on perceived decision completeness, reduced choice comparison, and perceived interruption. We then examine the nomological networks between these constructs, perceived choice closure, and satisfaction. We will conduct two controlled experiments (n=240) in a simulated online electronics site by manipulating the presence of direct and social reinforcer, the relevance-level of a reinforcer, and the actor of closure action in a closure interface and present the MANOVA and SEM analysis result.

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Dec 10th, 12:00 AM

Designing Interfaces to Induce Choice Closure: Why and How

Choice closure refers to the psychological process by which decision makers come to perceive a decision to be complete and settled and has been found to significantly influence consumers’ satisfaction in physical retail environments. We propose a closure interface as an effective/efficient mechanism for inducing customers’ choice closure in online environments. We build a research model based on theory of closure, theory of cognitive dissonance, social influence theory, and interruption. We first investigate the effects of various designs of closure interfaces on perceived decision completeness, reduced choice comparison, and perceived interruption. We then examine the nomological networks between these constructs, perceived choice closure, and satisfaction. We will conduct two controlled experiments (n=240) in a simulated online electronics site by manipulating the presence of direct and social reinforcer, the relevance-level of a reinforcer, and the actor of closure action in a closure interface and present the MANOVA and SEM analysis result.