There are only limited things that human
brain can process at the same time, and people are adapted to save mental resources
for things that are more important. Earlier research has shown that heuristics
is employed to lighten brain load when people have to make quick decisions. However,
it is not clear whether people will make rational choices if they have plenty
of time. The purpose of this study is to investigate whether mental resources more
or less will affect consumer behavior. In the experiment feeling/thinking
(intuition vs. rational), working memory load (numbers memorization), will be
employed to understand participants’ changing behaviors.
Cite this paper
Lu, H. , Chen, T. and Wang, Y. (2014) The Impact of Memory Load on Customer Choice Behavior. Open Journal of Social Sciences
, 247-252. doi: 10.4236/jss.2014.29041
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