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

• Huaiyong Wang

  Shanghai Normal University

• Yongfang Liu

  East China Normal University

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.

1. Huaiyong Wang, Shanghai Normal University
   Department of Psychology
2. Yongfang Liu, East China Normal University
   School of Psychology and Cognitive Science

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