Working Hard to Take the Easy Way Out: How the Need for Cognitive Closure Shapes Strategic Effort Investment to Ease Future Decision Making
研究发现,高认知闭合需求者并非总是减少决策努力,反而会在预期未来重复决策或缺乏现成选项时,策略性地投入更多努力,以简化后续决策过程。
Consumers make countless decisions each day that force them to determine the amount of effort they are willing to invest into the decision process. Due to their desire for immediate resolution and propensity to seize upon available options, individuals high in the need for cognitive closure make decisions that are traditionally associated with reduced effort investment. Counter to this traditional perspective, this research demonstrates that those seeking closure strategically invest effort into the decision process, so long as the initial effort investment is expected to simplify similar decisions in the future. Three experiments demonstrate that those motivated by closure put forth greater effort when they expect to repeat the decision (Experiment 1) and in contexts where a justifiable choice option is not readily available (Experiment 2). Furthermore, this effort investment is shown to payoff in terms of streamlining subsequent decision making (Experiment 3). These findings detail the strategic use of effort by those seeking closure to ease future decision making and thus provide a conceptual framework for when and why those seeking closure allocate effort in decision making.