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REGULATORY FOCUS AND SELF-CONSTRUAL AS DETERMINANTS OF THE MAJORITY RULE IN INDIVIDUAL DECISION MAKING

100%

Lu Y. , Nieznański M.

Studia Psychologica

2017

tom 59

nr 4

280 – 294

The majority rule has attracted much attention in recent debate on preference for aggregation strategies, which individuals may use in making choices or judgments for binary, weak-dominant multi-attribute options. The present research extends previous work on factors determining application of the majority rule. The experiment evidenced that individual decision makers are more likely to use the majority rule when increasing their orientation toward prevention rather than promotion regulatory focus. The results also confirmed a certain favourable tendency for individual decision makers to comply with the majority rule when priming their preference for interdependent rather than independent self-construal. These findings highlight a dynamic association between individual differences in goal pursuit motivation and perceived self-definition and behavioural judgment strategies.

THEORETICAL FRAMEWORK FOR THE EFFECT OF GENDER ON CUSTOMER BEHAVIOUR

100%

Melnyk V.

Mekhanizm Rehuluvannya Economiky

2011

tom 4 (54)

58-63

This article develops a theoretical framework for the effects of gender on customer behaviour. The article contrasts recent findings from multiple streams of literature, in particular, psychology, marketing and sociology, to develop a conceptual framework for the influence of gender on multiple areas of customer behaviour (e.g., customer decision making, customer loyalty, response to the advertising). Direction for the future research and managerial implications are discussed.