Effect of compatibility between decision target and processing strategy on postdecision satisfaction

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Huaiyong Wang
Yongfang Liu
Cite this article:  Wang, H., & Liu, Y. (2014). Effect of compatibility between decision target and processing strategy on postdecision satisfaction. Social Behavior and Personality: An international journal, 42(3), 423-436.


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We conducted 2 experiments to examine the effect of compatibility between decision target (making a decision for oneself vs. another person) and processing strategy (alternative- vs. attribute-based) on postdecision satisfaction. The results showed that participants who were making decisions for themselves were more likely to prefer an alternative-based to an attribute-based processing strategy, whereas this effect was reversed for participants who were making decisions for others. A high degree of compatibility between self/other decision and alternative-based/attribute-based processing strategy increased postdecision satisfaction. Moreover, this effect was found to be mediated by decision confidence. Implications and suggestions related to these findings are discussed.

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