The Effect of Asymmetric Intersexual Selection Power Perception on the Choice Deferral Behavior of Men and Women
Cheng-wen Jin,
Rui Chen
Abstract: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 individ… Show more
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