An Analysis on the Impact of Choice Overload to Consumer Decision Paralysis

As consumers make purchase decisions, they often encounter a large number of options from which they base their choices. Traditional theories such as the Rational Choice theory imply that the more options involved, the more beneficial for the consumer. However, recent studies suggest otherwise. One such study is that of Choice Overload, a phenomenon in which individuals encounter difficulty when they are presented with too many options. Some studies show that Choice Overload causes paralysis in analysis in different industries. Decision Paralysis is the abandonment of making a decision due to overanalysis. The paper focused on proving if Decision Paralysis would take place when there is Choice Overload by analyzing whether the different antecedents of Choice Overload, namely Decision Task Difficulty, Choice Set Complexity, Preference Uncertainty, Decision Goal, and Asymmetric Information, would be affected by the number of options available. A survey was used to measure the different variables, and the data were analyzed through logistic regression and ordinary least squares regression. The results of this study indicate that Decision Task Difficulty and Asymmetric Information directly impact Choice Overload, which then contributes to the high probability of the occurrence of Decision Paralysis. It is difficult for consumers to choose when more options are offered; thus, abandoning their purchasing decision.

Age of Acquisition and Spoken Words: Examining Hemispheric Differences in Lexical Processing

The relationship between the age of acquisition (AoA) of words and their cerebral hemispheric representation is controversial because the experimental results have been contradictory. However, most of the lexical processing experiments were performed with stimuli consisting of written words. If we want to compare the processing of words learned very early in infancy—when children cannot read—with words learned later, it seems more logical to employ spoken words as experimental stimuli. This study, based on the auditory lexical decision task, used spoken words that were classified according to an objective criterion of AoA with extremely distant means (2.88 vs. 9.28 years old). As revealed by the reaction times, both early and late words were processed more efficiently in the left hemisphere, with no AoA × Hemisphere interaction. The results are discussed from a theoretical point of view, considering that all the experiments were conducted using adult participants.

Masked Translation Priming With Concreteness of Cross-Script Cognates in Visual Word Recognition by Chinese Learners of English: An ERP Study

Translation equivalents for cognates in different script systems share the same meaning and phonological similarity but are different orthographically. Event-related potentials were recorded during the visual recognition of cross-script cognates and non-cognates together with concreteness factors while Chinese learners of English performed a lexical decision task with the masked translation priming paradigm in Experiment 1 (forward translation: L1–L2) and Experiment 2 (backward translation: L2–L1). N400 effect was found to be closely related to priming effects of cross-script cognate status and concreteness in Experiment 1; and in Experiment 2, N150 and N400 effects were related to priming effects of cross-script cognate status and concreteness, and greater priming effects of cross-script cognate status in cognates than in non-cognates for abstract words were found in the time window of 100–200 ms. Meanwhile, the asymmetry of translation directions was observed in smaller priming effects in forward translation than in backward translation in the time window of 100–200 ms for abstract cognates, and in larger priming effects in forward translation than in backward translation in the time window of 350–550 ms for each type of words. We discussed the roles of phonological activation and concreteness effects in view of the function of N150 and N400 components as well as the relevant models, mainly the Distributed Feature Model and Bilingual Interactive Activation (BIA+) model.

Fast priming of grammatical decisions: repetition and transposed-word priming effects

We used the grammatical decision task to investigate fast priming of written sentence processing. Targets were sequences of 5 words that either formed a grammatically correct sentence or were ungrammatical. Primes were sequences of 5 words and could be the same word sequence as targets, a different sequence of words with a similar syntactic structure, the same sequence with two inner words transposed or the same sequence with two inner words substituted by different words. Prime-word sequences were presented in a larger font size than targets for 200 ms and followed by the target sequence after a 100 ms delay. We found robust repetition priming in grammatical decisions, with same sequence primes leading to faster responses compared with prime sequences containing different words. We also found transposed-word priming effects, with faster responses following a transposed-word prime compared with substituted-word primes. We conclude that fast primed grammatical decisions might offer investigations of written sentence processing what fast primed lexical decisions have offered studies of visual word recognition.

Leading Us Unto Temptation? No Evidence for an Asymmetry in Automatic Associations Between Goals and Temptations

The asymmetry hypothesis of counteractive control theory suggests that—at least for successful self-regulators—exposure to temptations facilitates the accessibility of goal-related cognitive constructs, whereas exposure to goals inhibits the accessibility of temptation-related cognitive constructs. Using a lexical decision task, Fishbach et al., 2003 (Study 3) found that this asymmetry existed even at an automatic level of processing. In this attempted replication, 221 students completed a lexical decision task that included goal-related and temptation-related stimuli words preceded by either a goal-related prime, a temptation-related prime, or an irrelevant prime. Unlike the original study, we found only significant priming effects, where temptation-primes facilitated the recognition of goal-related words and goal-primes likewise facilitated the recognition of temptation-related words. We did not replicate the previously reported asymmetry. Additionally, we found no significant moderation of the hypothesized priming asymmetry by any of the traits of self-regulatory success, construal level, temptation strength, or self-control, again failing to replicate prior findings. The same priming patterns were found among participants who completed the study in-lab and those who completed the study online. This replication study suggests that the cognitive associations between goals and temptations are relatively symmetric and faciliatory, at least during the initial, automatic level of cognitive processing.

Content-Based Recommendations for Crags and Climbing Routes

Climbing is a popular sport for active tourists and recreational sportsmen. Alpine climbing areas, such as the Alps, can attract tourists from all over the world. Various websites, mobile applications, and books are used by climbers to obtain information on important aspects of the available climbing routes, including their properties, location, and especially their difficulty. Considering this large amount of information and options, it is in reality difficult for climbers to properly select which routes to climb. Hence, we propose recommendation technologies aimed at supporting climbers in this decision task. The developed system prototype constructs a climber’s profile with preferences derived from climber’s logbook data collected by a mobile app. Then, the system can recommend suitable crags and climbing routes within the selected crags. The designed interface and the basic computational models for such a system prototype are presented. The proposed technology aims at complementing existing electronic climbing guidebooks and providing decision support to climbers.

Lexical access in Portuguese stress

Categorical approaches to lexical stress typically assume that words have either regular or irregular stress, and imply that only the latter needs to be stored in the lexicon, while the former can be derived by rule. In this paper, we compare these two groups of words in a lexical decision task in Portuguese to examine whether the dichotomy in question affects lexical retrieval latencies in native speakers, which could indirectly reveal different processing patterns. Our results show no statistically credible effect of stress regularity on reaction times, even when lexical frequency, neighborhood density, and phonotactic probability are taken into consideration. The lack of an effect is consistent with a probabilistic approach to stress, not with a categorical (traditional) approach where syllables are either light or heavy and stress is either regular or irregular. We show that the posterior distribution of credible effect sizes of regularity is almost entirely (96.28%) within the region of practical equivalence, which provides strong evidence that no effect of regularity exists in the lexical decision data modelled. Frequency and phonotactic probability, in contrast, showed statistically credible effects given the experimental data modelled, which is consistent with the literature.

An investigation of behavioural and electrophysiological markers of integration in learning of novel names for novel concepts

The Complementary Learning Systems model of word learning proposes that newly learned words that have been integrated into semantic memory can interact with familiar words during lexical selection. The study reported here is the first to examine how behavioural markers of integration map onto electrophysiological markers of integration in a version of the semantic priming paradigm that is assumed to rely primarily on automatic semantic processing. 71 young healthy adults learned novel names for two sets of novel concepts, one set on each of two consecutive days. Learning was followed by a continuous primed lexical decision task with EEG measures.The behavioural data was analysed with Bayesian Linear Mixed Effects models, while, for the electrophysiological data, two types of analyses were conducted: Bayesian Distributional Regression models were used to analyse mean amplitude in two pre-defined spatiotemporal windows (N400 and LPC), whereas the Mass Univariate analysis was run to explore other time points and regions. We found evidence against priming effects in either spatiotemporal window or in the behavioural data. Nonetheless, there was evidence for differential processing of the novel names depending on the length of the consolidation period (0-day vs 1-day). We take these findings to indicate that neither the 0-day nor the 1-day consolidation period was sufficient for integration in our study and that, 24 hours after exposure to novel words, the system still relies on episodic memory to distinguish between these novel words (learned 24h ago), those learned more recently and those that haven’t been seen before.

Orthographic relatedness and transposed-word effects in the grammatical decision task

In two on-line experiments (N = 386) we asked participants to make speeded grammatical decisions to a mixture of syntactically correct sentences and ungrammatical sequences of words. In Experiment 1, the ungrammatical sequences were formed by transposing two inner words in a correct sentence (e.g., the brave daunt the wind / the daunt brave the wind), and we manipulated the orthographic relatedness of the two transposed words (e.g., the brave brace the wind / the brace brave the wind). We found inhibitory effects of orthographic relatedness in decisions to both the correct sentences and the ungrammatical transposed-word sequences. In Experiment 2, we further investigated the impact of orthographic relatedness on transposed-word effects by including control ungrammatical sequences that were matched to the transposed-word sequences. We replicated the inhibitory effects of orthographic relatedness on both grammatical and ungrammatical decisions and found that transposed-word effects were not influenced by this factor. We conclude that orthographic relatedness across adjacent words impacts on processes involved in parallel word identification for sentence comprehension, but not on the association of word identities to positions in a sequence.