Abstract：Across four studies, we explore the impact of solitude on consumers’ reliance on feelings versus reasons in decision making, along with the underlying mechanism and boundary conditions. The results indicate that solitude individuals (vs. non-solitude) would prefer feeling-based strategy in decision-making, resulting in a higher intention of choosing the affectively superior option over the cognitively superior option (Study 1). Self-focus plays the underlying mechanism in the solitude effect (Study 2). Moreover, we also examine two boundary conditions: motivation (Study 3) and temporal orientation (Study 4), which indicates that involuntary motivation and future orientation can mitigate the solitude effect on affective processing. These findings provide insights into consumers’ judgments of product attributes and selection of decision-making strategies according to their situations.
侯佳雯，刘凤军，徐一帆. 独处使人更感性：独处对消费者决策策略的影响[J]. 应用心理学, 0, (): 1-.
HOU Jia-wen, LIU Feng-jun, XU Yi-fan. Decoding the Solitude: Solitude and Reliance on Feelings versus Reasons in Decision Making. 应用心理学, 0, (): 1-.
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