• Journal of Distribution Science
• /
• v.14 no.3
• /
• pp.85-91
• /
• 2016

Purpose - Prior research has suggested that consumers typically prefer to have a larger number of options. However, preference of assortment size may depend on how depleted resources in consumers' mind are. Reduced capacity for self-regulation by resource depletion makes people rely on more intuitive and less effortful decision processing. When they are mentally depleted, people are likely to focus on the choice difficulty from large assortment, which leads to preference for the small assortment when they make a decision. It could be an important question potentially how being in a depleted mode through effortful self-regulation will influence on the evaluation of assortment size. To answer this questioner, we hypothesized that being engaged in self-regulation, as compared with not being engaged in self-regulation, will influence on the evaluation of product assortment size such as attractiveness, difficulty of choice, and anticipated regret. Research design, data, and methodology - In this study, we first manipulated self-regulatory resource availability using a self-regulation task (i.e., instructing participants to solve Sudoku puzzle vs. to solve diagram cube by filling any diagrams that they prefer into cube instead of number) and asked to indicate the difficulty of the tasks available to them ("How much difficulty did you feel when you complete the task?") Next, participants were asked to imagine that they were planning to buy a laptop at one of the two stores (small assortment: 6 options vs. large assortment: 30 options), both offering good quality of products. After reading the product descriptions, participants were instructed to consider all the information and choose a store that they would like to shop. Finally we measured the choice difficulty, evaluation of product assortments, and anticipated regret on a 7-point scale. We conducted two-way ANOVA in testing the main hypothesis that depleted consumers will show poorer subsequent self-control than non-depleted consumers when they make a decision in large assortment. Results - Compared with non-depleted participants, depleted participants showed the bigger difference from the degree of choice difficulty and product attractiveness between large and small assortments, but the result revealed only a significant interaction effect of resource depletion and assortment size on choice difficulty. Also depleted participants showed the smaller difference from the degree of anticipated regret between large and small assortments than non-depleted participants. Conclusion - Depleted individuals by a prior task are relatively effortless and intuitive form of choosing products so that they try to avoid making effortful trade-offs among choice difficulty such as large assortment, compare with non-depleted individuals. However, for anticipated regret, non-depleted individuals in small assortment anticipate more regret by excluding or at least restricting the possibility of buying attractive items or another kind of potential items than depleted individuals, regardless less choice difficulty in small option. To sum up, it is important to note that individuals are influenced by self-regulatory resources and their self-regulatory conditions contribute to the overall positive or negative impact of product assortment on choice.

• Journal of the Korean earth science society
• /
• v.30 no.4
• /
• pp.427-443
• /
• 2009

Cretaceous intrusive and extrusive rocks in the southwestern part of the Yeongnam Massif are possibly the result of intensive magmatism which occurred in response to subduction of the Pacific plate beneath the northeast portion of the Eurasian plate. Geochemical and petrological study on the granitic rocks were carried out in order to constrain the petrogenesis of the granitic magma and to establish the paleotectonic environment of the area. Whole rock chemical data of the granitic rocks from the study area indicate that all the rocks have characteristics of calc-alkaline series in the subalkaline field. The overall geochemical features show systematic variations in each granitic body, but the source materials of each granitic body are thought to have been different in their chemical composition. The granodiorites distributed around Donggyori in the Bognae area (DGd) are different from other granitic rocks within the study area in the contents and differentiation trends of $Al_2O_3$ and MgO as well as in the contents of the trace elements such as Ba, Sr, Pb, Ni, Cr and Y DGd have geochemical features similar to slab-derived adakites such as high $Al_2O_3$, Sr contents and high Sr/Y, La/Yb ratios, but low Y and Yb contents. The major and trace element contents of the DGd fall well within the adakitic field, whereas other Cretaceous granites in the study area are plotted in the island arc ADR area in Sr/Y vs. Y diagram. On the ANK vs. A/CNK and tectonic discrimination diagrams, parental magma type of the granites corresponds to I-type and volcanic arc granite (VAG). Interpretations of the chemical characteristics of the granitic rocks favor their emplacement in a compressional tectonic regime at continental margin during the subduction of Pacific plate. The geochemical and tectonic features reveal that adakite-like signatures of the DGd were generated by the interaction of mantle peridotite and subducted slab-derived adakitic melts (caused by the thermal effect of ridge subduction), and which slightly modified by crustal contamination during emplacement.