During the decision -making process，Although the cost of evaluating a large number of options is high，But people still prefer to make choices in the concentration of elections，This is in line with the principle of maximization of utility emphasis on the theory of rational decision -making theory in economics。But consumer decision often encounters such a phenomenon，When facing the option set at different sizes，People will show different preferences，Some people like small options，Some people are more willing to make consumer decisions from the election set。This is contrary to the maximization principle of decision -making mentioned earlier，The reason why this appears is due。Even in the face of the same product，Different purchase motivations will also affect the size of the options of people's preferences，When the consumer behavior is driven by the hedonal motivation，More preferences to choose from the election set，When driven by practical motivation，Then I prefer to choose from an option set。Why does this choice of behavior appear? What is the mechanism of different motivations?

First，Purchasing motivation affects consumers' preference for option set size。Consumers' consumption behaviors that occur to gain an emotional pleasure experience are mainly driven by Hedonic Motivitys，In order to complete the tools of similar tasks, the consumption behavior is driven by the utility motivation。Emotions obtained from consumers from enjoyment consumption are satisfied with inherent rewards，So the motivation for hedonal is an internal motivation; and practical consumption only helps to achieve higher -level task goals，Therefore, it is classified as an Bet365 lotto review external motivation。Compared with practical purchase motivation，Some studies have found that consumers with hedonal purchase motivation increase the psychological resources that can be used in the selection process，This leads to consumers to produce more self -decision -making preferences，The specific manifestation is more preference for the election set，and consumers are prioritizing practical goals instead of enjoying a fun target in the selection，Will prefer small options sets。Consumers with different purchases of motivations are different for the potential evaluation process of the selected options in the selection，Consumers holding the motivation of hedonal to make decisions，to a large extent depends on the direct feelings and emotions you experienced in the process of searching for targets，Consumers under this motivation condition are to prove whether there is a potential choice to satisfy their satisfaction goals，Its decision -making process is highly subjective and self -unique，It is mainly caused by emotional drive decision -making behavior。Consumers holding practical motivations to choose from using functional decision -making strategies，The decision -making process is more rational，It is mainly caused by the occurrence of mission cognitive drive decision -making behavior。Whitley and other researchers believe that the motivation for pleasure and practical purchase will affect consumers' choice of option size，Specific performance as consumers holding the motivation to buy hedonal purchases more prefer to buy products from the election items，Consumers holding practical motivations prefer small options。

2，Purchasing motivation affects consumers' perception preferences。There are differences in the use of consumers' subjective feelings and emotional experiences in the selection evaluation process，This has led consumers to have different motivation preferences bet365 best casino games for products。Consumers with the motivation to hedon rely on their sensory experience and emotional experience to evaluate potential choices，So the evaluation process is more self -centered，As a result, I have a more special perception preference for my selected products。This perception preferences caused by hedonal motivation to make consumers have a higher degree of knowledge and concern for consumers' purchase preferences，Whitley and others believe that it is because of the deepening of consumers' unique cognition of their own perception preferences，Only causes the scale of the option set of people in consumer decision -making。Research on Telsky and others，Consumer perception preferences are constructive，This construction and development depend on the given decision -making task。The potential motivation behind the decision -making task will change the assessment of consumers on the weight of the option attribute weight，to change the preference for the size of the same decision -making task option。Decision -based preference construction theory，Purchasing motivation will not only affect consumers' product attribute preferences，It will also affect people’s views on this preference，Especially the unique view of the preferences I perceive。Research evidence of Campbell (Campbell) indicates，People think that their own opinions are more unique than the context of low -associatedness in the individual's high association with individuals。So，Consumers who buy motivation to buy motivation are more inclined to think that their perception of the product is more uniquely related to themselves，It is completely different from the uniqueness of others。In other words，The product that consumers choose to buy to bring their enjoyment emotional experience is completely different from the product that the product brings to others; if people buy bet365 best casino games a certain product, it is only for practical goals，This is no different from the feeling of choosing the product by others，Therefore, for consumers who use the motivation for practical purchase，The potential options that can achieve their purchase targets are no different from other alternative options，Therefore, it will make people think that their preferences are not special，Therefore, no special preference for option set size。

third，Perception preferences that are uniquely affected by preference matching expectations。Kahn and Lehmann believe that people's consumption processes are divided into two stages: first select a product option set，Then concentrate on decision -making from the selected options。Consumers' unique cognition of their products，Difficult expectations of them when they are looking for products that match their preferences。If people have similar preferences for a certain type of products，Then it will easily find the target product that matches this universal preference。If you think your preference for the product is unique，is different from others，It will be expected to find it difficult to find a product that meets their unique preferences。Kurt (Kurt) and others have found that there is a positive correlation between the expected difficulties that the uniqueness of the perception preference and the preferences.。Consumers who buy motivation for hedle show higher perception preferences，Therefore, it is expected to find the difficulty of finding products that match preferences.，to increase the scale of the alternative altar，Consumers who purchase motivation will not be the case。The motivation of the former is essentially experienced，mainly reflects consumers to reward their desires through consumer -specific products/services，and the latter is instrumental，It means that consumers use the same product/service to meet their functional Bet365 app download needs。So，Compared with consumers with practical purchases，Consumers who buy motivation for hedle show higher perception preferences，The more difficult it is to match the preferences, the higher the degree of preference，Therefore, to choose from the concentration of elections。

Fourth，The expected difficulty of preference matching affects consumers' preferences for option set size。When consumers can easily find products that meet their preferences，I will look forward to viewing a small option set to make decisions。When consumers are expected to find products that meet their preferences due to their uniqueness of their preferences，They will be more inclined to focus on a large number of alternative products from the elections，to improve the possibility of finding the goal that meets your preferences。Consumers' unique views on their perception preferences will affect subsequent purchase decisions，When you think that your preference for the target products you want to buy is more unique than others preferences，It will change the options of consumers to tend to buy before the purchase。So，Whitley and others believe that there is such a chain intermediary path: purchase motivation → perception preference uniqueness → predictable difficulty of preference matching → option set classification size (see left)，How to reflect how the psychological process of the purchase of the motivation affects the consumer option set size preference。

People who purchase motivations show different preferences for the size of the options，Actually reflects how people think of their preferences and the ability to achieve the purchase goals。Specifically，When people buy a certain product out of the hedonal motivation，In essence, there is a unique perception that is different from others' preference for the product，The happiness that you think that the product you buy is completely bet365 best casino games different from the happiness that the product brings to others。Contrary to，The purchase behavior driven by practical motivation is to evaluate the purchase target with the current objective standards，Consumption behavior does not have high personalization during the decision -making process，For example，Buy water because of thirst，This is the same for everyone。More，The degree of preferences that individuals perceive the uniqueness of the individual because of the hedonal motivation and practical motivation are different，So people's expectations for finding goals that meet their special preferences are also different，This shows the differences in the scale preference for option set。

Research on Research Literature on Consumer Behavior on the Research on Idure -Practical Structure，The main research points are concentrated in the option itself，ignored the subject in the consumption process -consumer，How the psychological mechanism of the potential behavior during consumer decision -making process is still in a blurred state。Applying the hedonal -practical two -point method to the consumer's own purchase motivation to study the theoretical and practical significance，Because it puts more attention on consumers。Buy consumers with different motivations，Its perception preferences are unique and different，Therefore, it will affect the expected difficulties of preference matching，Finally affect consumers' selection of options scale。So，Reveal the key first step in the process of consumer decision -people -people's inherent mechanisms for the selection of options scale selection are of great significance to understanding their own consumption behavior，Evaluation options for optional specific products and selection have direct downstream impacts，It provides a new perspective for explaining the contradictory of consumers' contradictions on different options.，It also enriched bet365 live casino games the theoretical system of irrational decision -making theory。

　　bet365 Play online games

(Author Unit: School of Psychology, Northwest Normal University)