选择数量对满意度的影响——一个有调节的中介模型

增加选择数量是否会提高满意度是经济学、心理学和营销学的热点问题。当消费者对某一刺激目标同时存在积极和消极的评价时，即矛盾态度怎样影响选择数量和满意度的关系？2个实验结果表明，选择数量对满意度的影响是通过决策困难水平实现的，当选择数量影响决策困难水平时，会产生选择超载。矛盾态度对决策困难水平与满意度的关系有调节作用，对矛盾态度较高者，选择“多多益善”，选择数量增加使消费者满意度提高；相反，对矛盾态度较低者，选择“适可而止”，选择数量增加使消费者满意度降低。

Effect of Option Number on Satisfaction: A Moderated Mediation Model

Whether increasing the number of choices will improve satisfaction is a hot issue in economics, psychology and marketing. How does ambivalence affect choice overload when consumers have both positive and negative evaluations of one stimulus target? Two experimental results show that the effect of option number on satisfaction is suggested through the level of decision-making difficulty. When the option number affects the level of decision-making difficulty, choice overload will occur. Ambivalent attitude has a moderating effect on the relationship between decision-making difficulty level and satisfaction. For those with higher ambivalence, the more the better. On the contrary, for those with lower ambivalence, the product is “enough is enough”, and the increase of option number will reduce consumer satisfaction.