School of Management, Xiamen University, Xiamen, China.
Evol Psychol. 2023 Jul-Sep;21(3):14747049231193993. doi: 10.1177/14747049231193993.
Consumers always delay their choices, which can cause companies to suffer tremendous losses. One reason for such delay is a lack of confidence. Confidence in consumer decision-making can stem from many sources, including social power. In this research, we find that selection power with regard to choosing a romantic mate increases consumers' decision confidence and, in turn, decreases choice deferral. We define the concept of intersexual selection power (ISP), and propose certain factors that can induce individuals' asymmetric ISP. We conducted four studies to explore four factors that could influence consumers' ISP perceptions (sex, mating cues, sex ratio, and mate value) and the effects of such power perception on choice deferral. The results showed that individuals with high ISP perception have more decision confidence and a lower choice deferral rate than individuals with low ISP perception regardless of the way in which choice deferral is measured.
消费者总是会延迟他们的选择，这可能会导致公司遭受巨大损失。造成这种延迟的一个原因是缺乏信心。消费者决策中的信心可以源于多种来源，包括社会权力。在这项研究中，我们发现，选择浪漫伴侣的选择权力会增加消费者的决策信心，从而降低选择延迟。我们定义了两性选择权力（ISP）的概念，并提出了一些可以诱导个体产生非对称 ISP 的因素。我们进行了四项研究，以探讨可能影响消费者 ISP 感知的四个因素（性别、交配线索、性别比例和伴侣价值）以及这种权力感知对选择延迟的影响。结果表明，无论选择延迟的衡量方式如何，具有高 ISP 感知的个体比具有低 ISP 感知的个体具有更高的决策信心和更低的选择延迟率。
