性别、效价及媒体对选择冲突问题解决的影响

Choice conflict is a critical issue in decision making. This study adopted stock transaction as the task to explore the relation between share price level and conflict intensity that the subjects experienced in decision making, and the effect of price level on individual and group choice conflict resolution. The strategy people used to solve choice conflict and gender difference were also examined. Modes of interaction (face to face and through audio media) in group decision making were also studied. The main results are as follows: 1. In individual decision-marking, there is a significant gender effect on decision time. Female subjects will spent more time on the task than male subjects. 2. When making a choice decision, the individual experienced stronger conflict for price shares than for low price shares. The stronger the conflict level they feel, the more difficult to make the choice decision. 3. Four strategies were used to finish the task. Male subjects used simple strategies while female subjects used more complex strategies. 4. In group decision-making, share price level had a significant effect on selection time. People used longer selection time for low price shares than for high price shares. No significant interaction was found between share price level and Modes of interaction. 5. Modes of interaction had significant effect on satisfaction coherence of the group. Under face-to-face condition, people within one group had greater satisfaction coherence. 6. Media had no significant effect on people's perception during the experiment. Satisfaction for cooperation, successful communication and good cooperation were correlated. Self satisfaction and satisfaction of the partners others were also correlated with the satisfaction of the whole task.