CENTER-STAGE EFFECT OCH AFFECT HEURISTIC: VAD MOTIVERAR BESLUT ONLINE? En undersökning om vikten av positionering och affektionsskapande markörer på nästintill identiska alternativ
Sammanfattning: Different positioning of identical and nearly identical objects has been shown to play adetermining role on preferences and therefore decision-making. What position is mostpreferred during different kinds of situational decision-making has been a long-goingdiscussion and researchers have yet to reach an agreement. Furthermore, it is interesting tosee how this can be applied online, not only because of the growth of e-commerce but alsobecause previous research primarily has focused on researching the phenomenon in aphysical environment. It is likely that several factors are involved for the decision-maker toform a certain preference. Thus, the purpose of this study was to research the importance ofposition as a factor for preference, combined with affect heuristic that has been shown toaffect preferences through emotions, in order to come closer to an understanding of howthese factors affect such situational decision-making as online shopping. It was hypothesizedthat the results would present a center-stage effect, showing strongest preferences towardscentered options. This was tested through a test in survey-format that the participants took ontheir own personal computers, which was divided into four smaller studies with the purposeof answering different parts of the research question. Null hypothesis testing was conductedby a comparison between the observed preference and the preference that would be expectedby chance. The results showed support for the center-stage effect, meanwhile showing thatthis effect is likely to have a smaller effect than the effect caused by affective tags on options.It is concluded that positioning and affective tags on options impacts decision-making, notonly in a physical environment, but also online.
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