The Impact of Memory Load on Customer Choice Behavior

Hao-Te Lu, Tso-Jen Chen, Yi-Chou Wang^*

College of Management, Tainan University of Technology, Tainan City.

DOI: 10.4236/jss.2014.29041                

Abstract

There are only limited things that human brain can process at the same time, and people are adapted to save mental resources for things that are more important. Earlier research has shown that heuristics is employed to lighten brain load when people have to make quick decisions. However, it is not clear whether people will make rational choices if they have plenty of time. The purpose of this study is to investigate whether mental resources more or less will affect consumer behavior. In the experiment feeling/thinking (intuition vs. rational), working memory load (numbers memorization), will be employed to understand participants’ changing behaviors.

Keywords

Memory Load, Choice Behavior

Conflicts of Interest

The authors declare no conflicts of interest.

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