之前的研究都只有探討為何消費者會無法決策，但卻沒有探討要如何降低消費者無法決策的程度。本研究除了驗證先前學者所提出消費者無法決策的原因外，並進一步討論要如何降低無法決策的程度。本研究分成兩個實驗進行，實驗一是利用享樂性與實用性補救的方式來探討是否會降低消費者無法決策的程度。實驗二是利用折扣的方式來探討是否會降低消費者無法決策的程度。實驗結果發現不論是哪一種方式，對於prevention-orientation的消費者而言是比較有效的，但對於promotion-orientation的消費者而言則是無效的。

Previous researches have always examined why consumers choose to defer but none of them examine what action would marketers take to induce consumers’ purchase decision when consumers are facing the deferral situation. Besides investigating why consumers prefer to defer again, we examine how to reduce consumers’ degree of deferral. We conducted two experiments: Experiment 1 manipulated hedonic and utilitarian complements and Experiment 2 manipulated price discounts to examine whether it is effective on reducing consumers’ degree of deferral . This finding indicates that regardless of different stimulus , the effect of reducing deferral degree is more propounded on prevention-orientation people than on promotion-orientation people

Aaker, Jennifer L, Lee and Angela Y. Lee (2001),” What is Your Goal? The Impact of Goals on Counterfactual Thinking, Attitude Formation, and Predictions of the Future,” Advance in Consumer Research, 28, 276-276.
Aaker, Jennifer L. and Angela Y. Lee (2004),” “I” Seek Pleasures and “We” Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion,” Journal of Consumer Research, 28(June),33-49.
Aaker, Jennifer L. and Angela Y. Lee (2006),” Understanding Regulatory Fit,” Journal of Marketing Research, XLIII(February), 15-19.
Avnet, Tamar and E. Tory Higgins (2006),” How Regulatory Fit Affects Value in Consumer Choices and Opinions,” Journal of Marketing Research, XLIII(February), 1-10.
Baron, Jonathan and Ilana Ritov (1994),” Reference Points and Omission Bias,” Organizational Behavior & Human Decision Processes,59(Sep.), 475-498.
Bazerman, Max H., Ann E. Tenbrunsel, and Kimberly Wade-Benzoni (1998),” Negotiating with Yourself and Losing: Understanding and Managing Conflicting Internal Preferences,” Academy of Management Review, 23, 225-241.
Beattie, Jane and Sema Barlas (1992),” Predicting Perceived Differences in Tradeoff Difficulty,” working paper, University of Sussex.
Berkowitz, Eric N. and John R. Walton (1980),” Contextual Influences on Consumer Price Responses: An Experimental Analysis,” Journal of Marketing Research, 17(August), 349-358.
Bettman, J.R.M., and Sujan, M.(1987), ”Effects of Framing on Evaluation of Comparable Noncomparable Alternatives by Expert and Novice Consumers,” Journal of Consumer Research, 14(January), 141-154.
Bettman, J.R.M., James R., Mary Frances Luce and John W. Payne (1998), “Constructive Consumer Choice Processes, “ Journal of Consumer Research, 25 (December), 187-217.
Bitta, Della , Albert J. and Kent B. Monroe (1980), “ A Multivariate Analysis of the Perception of Value From Retail Price Advertisements,” in Advances in Consumer Research, Vol.8, Kent B. Monroe, ed. Ann Arbor. MI: Association for Consumer Research, 161-165.
Bitta, Della , Albert J. ,Kent B. Monroe and John M. McGinnis (1981),” Consumer Perceptions of Comparative Price Advertisements,” Journal of Marketing Research, 18(November.), 416-427.
Boloton, Lisa E.(2003), “ Stickier Priors: The Effect of Nonanalytic Versus Analytic Thinking in New Product Forecasting,” Journal of Marketing Research, XL(February), 65-79.
Bolton, Lisa E., and Americus Reed (2004),”Sticky Priors: The Perseverance of Identity Effects on Judgment,” Journal of Marketing research, XLI(November), 397-410.
Carmon, Ziv , Klaus Wertenbroch and Marcel Zeelenberg (2003),” Option Attachment: When Deliberating Makes Choosing Feel Like Losing,” Journal of Consumer Research, 30(June), 15-29.
Chernev, Alexander (2004),” Goal Orientation and Consumer Preference for the Status Quo,” Journal of Consumer Research, 31(December), 557-565.
Childers, T. L., Carr, C. L., Peck, J., and Carson, S. (2001),” Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior,” Journal of Retailing, 77, 511-535.
Corbin, Richard H.(1980), “The Need for a Team Approach to Product Planning and Development,” Management Review, 69(September), 465-472.
Crowley, Ayn E. and Wayne D., Hoyer (1994),” An Integrative Framework for Understanding Two-Sided Persuasion,” Journal of Consumer Research, 20(March), 561-574.
Curhan, Ronald C. and Robert J. Kopp (1986),” Factors Influencing Grocery Retailers’ Support of Trade Promotions,” Report No. 86-104. Boston: Marketing Science Institute.
Dhar, Ravi (1997),” Consumer Preference for a No-Choice Option,” Journal of Consumer Research, 24(September), 215-231.
Dhar, Ravi and Stephen M. Nowlis (1999),” The Effect of Time Pressure on Consumer Choice Deferral,” Journal of Consumer Research, 25(March), 369-384.
Dhar, Ravi and Klaus Wertenbroch (2000),” Consumer Choice Between Hedonic and Utilitarian Goods,” Journal of Marketing Research, XXXVII(February),60-71
Dhar, Ravi and Stephen M. Nowlis (2004),” To Buy or Not to Buy: Response Mode Effects on Consumer Choice,” Journal of Marketing Research, XLI(November), 423-432.
Festinger (1964), Conflict, Decision and Dissonance, Standford, CA:: Standford University Press.
Friedman, R. S., and Forster, J. (2001),” The Effects of Promotion and Prevention Cues on Creativity,” Journal of Personality & Social Psychology, 81, 1001-1013.
Gupta, Sunil and Lee G. Cooper (1992),” The Discounting of Discounts and Promotion Thresholds,” Journal of Consumer Research, 19(December), 401-411.
Hearth, Chip, Richard P. Larrick, and George Wu (1999), “Goals as Reference Points,” Cognitive Psychology, 38(February), 79-90.
Higgins, E. Tory (1997), “Beyond Pleasure and Pain,” American Psychologist, 52(December), 1280-1300.
Higgins, E. Tory (2002), “ How Self-Regulation Greats Distinct Values: The Case of Promotion and Prevention Decision Making,” Journal of Consumer Psychology, 12(March), 177-91.
Higgins, E. Tory (in press), “Value from Regulatory Fit,” Current Directions in Psychological Science, forthcoming.
Higgins, E. Tory, Shan, J., and Friedman, R. (1997),” Emotional Responses to Goal Attainment: Strength of Regulatory Focus as Moderator,” Journal of Personality and Social Psychology, 72, 515-525.
Hirschman, Elizebeth. C., and Holbrook, M. B. (1982),” Hedonic Consumption: Emerging Concepts, Methods and Propositions.” Journal of Marketing, 46(March), 92-101.
Hirschman, Elizebeth. C and Morris B. Holbrook (1982),” Hedonic Consumption: Emerging Concepts, Methods and Propositions,” Journal of Marketing, 46(Summer), 92-101.
Idson, Lorraine C., Nira Liberman, and E. Tory Higgins (2000), “Distinguishing Gains from Nonlosses and Losses from Nongains: A Regulatory Focus Perspective on Hedonic Intensity,” Journal of Experimental Social Psychology, 36(March), 252-274.
Johar, J.S. and M. Joseph Sirgy (1991),” Value-Expressive Versus Utilitarian Advertising Appeals: When And Why To Use Which Appeal,” Journal of Advertising, XX(September), 23-33.
Kalwani, Manohar U. and Chi Kin Yim (1992),” Consumer Price and Promotion Expectations: An Experimental Study,” Journal of Marketing Research, 29(February.), 90-1000.
Lee, Angela Y. and Jennifer L, Aaker (2004),” Bringing the Frame Into Focus :The Influence of Regulatory Fit on Processing Fluency and Persuasion,” Journal of Personality& Social Psychology, 86(February), 205-218.
Luce, Mary. Frances. (1998), “Choosing to Avoid: Coping with Negatively Emotion-Laden Consumer Decisions,” Journal of Consumer Research, 24, 409-433.
Luce, Mary Frances, James R. Bettman and John W. Payne (1997),” Choice Processing in Emotionally Difficult Decisions,” Journal Experimental Psychology, 23,384-405.
Luce, R. D. and W. Edwards (1958), “The Derivation of Subjective Scales from Just Noticeable Differences,” Psychological Review, 65, 222-237.
McGuire, William J. (1961),” A Multi-Process Model for Paired-Associate Learning,” Journal of Experimental Psychology, 62(April), 335-347.
Millar, Murray G. and Abraham Tesser (1986),” Thought-Induced Attitude Change: The Effect of Schema Structure and Commitment,” Journal of Personality and Social Psychology, 51(August), 259-269.
Novemsky, Nathan and Daniel Kahneman (2005),” The Boundaries of Loss Aversion,” Journal of Marketing Research, XLII(May), 119-128.
Okada, Erica Mina (2005),” Justification Effects on Consumer Choice of Hedonic and Utilitarian Goods,” Journal of Marketing Research, XLII(February), 43-53.
Oliver, Richard L. (1993),” Cognitive, Affective, and Attribute Bases of the Satisfaction Response,” Journal of Consumer Research, 20(December),418-430.
Park, C. Whan , Sung Youl Jun. and Deborah J. Machinnis (2000),” Choosing What I Want Versus Rejecting What I Do Not Want: An Application of Decision Framing to Product Option Choice Decisions,” Journal of Marketing Research, XXXVII(May), 187-202.
Payne, James R. Bettman, and Eric J. Johnson (1992),” Behavioral Decision Research: A Constructive Processing Perspective,” Annual Review of Psychology, 43, 87-131.
Pham, Michel Tuan and Tamar Avnet (2004),” Ideals and Oughts and the Reliance on Affect versus Substance in Persuasion,” Journal of Consumer Research, 30(March), 503-518.
Seetharaman, Siddhartha Chib, P. B. and Andrei Strijnev (2004),” Model of Brand Choice with a No-Purchase Option Calibrated to Scanner-Panel Data,” Journal of Marketing research, XLI(May), 184-196.
Shan, James, E. Tory Higgins, and Ronald S. Friedman (1998),”Performance Incentives and Means: How Regulatory Focus Influences Goal Attainment,” Journal of Personality and Social Psychology, 74(February.), 285-293.
Shiv, Baba and Alexander Fedorikhin (1999),” Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making,” Journal of Consumer Research, 26(December),278-292.
Strahilevitz, M. A., and Myers, J. G. (1998),” Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell,” Journal of Consumer Research, 24, 434-446.
Tversky and Daniel Kahneman (1991),” Loss Aversion in Riskless Choice: A Reference-Dependent Model,” Quarterly Journal of Economics, 106(April), 1039-1061.
Veale, David , Peter Kinderman, Susan Riley and Christina Lambrou (2003),” Self-Discrepancy in Body Dysmorphic Disorder,” British Journal of Clinical Psychology, 42, 157-169.
Wang, Jing and Angela T. Lee (2006),” The Role of Regulatory Focus in Preference Construction,” Journal of Marketing Research, XLIII(February),28-38.
Wertenbroch, Klaus (1998),” Consumption Self-Control by Rationing Purchase Quantities of Virtue and Vice,” Marketing Science, 17(April), 317-337.
Yinlong, Zhang and Vikas Mittal (2005),” Decision Difficulty: Effects of Procedural and Outcome Accountability,” Journal of Consumer Research, 32(December), 496-472.