在個人偏好的選擇時,人們希望獲得他們預期的產品或服務,越多的選擇項 目越能提昇滿意度。另一方面有研究指出,人們在面對複雜的選項時是難以做選擇 的。當選項變多時,訊息過載導致無償但高效率的決定過程。適當的數量展示有助 於正面加強消費者的購買決策。過去實驗發現 6±2 為最適宜給予的選項數量,此數 量既能滿足受測者對於選擇的滿足感,又可以避免受測者遇到選項超載的情況。本 研究欲探討數量展示對於選擇的影響,是否也在一般產品選擇上呈現相同結果,以 及不同數量組呈現的選擇決策過程。
選擇過程受到刺激物本身資訊量和受測者接受資訊量的影響,就刺激物本身 資訊量的部份,本實驗採用少色組(6 個純色刺激物)與多色組(30 個純色刺激物) 對照,再增加花色組(30 個花色的刺激物)。採用 Peter Wright 的決策模式分類進行 口語分析。
實驗結果發現,在所有資訊量組中,最常被使用的是「MINIMAX、 MAXIMAX」和「CONJUNCTION、DISJUNCTION」這兩組決策模式。受測者傾向一 次考慮單捲或單組做決策。在多資訊量組中,刪除的決策模式並沒有明顯增加。受 測者傾向藉由分類降低每次決策面對的資訊量,所以不會因面對多數量而採用特別 的決策模式。在市場應用上,將多數量的產品依照屬性分類,降低了資訊負擔,可 能較容易吸引消費者。而且將適合的產品與暢銷產品搭配成組,會吸引提高消費者 購買整組。

In preference-matching tasks, people hope to find some particular product or service they prefer, and extensive numbers of options increase the chance of successful search. On the other hand, some research also suggests that people in the face of complex options are difficult to make choices. When information overload may change to a non- compensatory but more efficient decision rule. Generally speaking, an appropriate number of options strengthen consumer's purchase intention. Previous research shows that 6 ± 2 is the most suitable number of options provided. Therefore, the purpose of this study is to research the effect of the display number show the same results as previous research or not, and decision-making process in different quantity of stimuli.
Choosing process is affected by the quantity of available stimuli and information subjects received. About the quantity of available stimuli, this study set 3 groups of stimuli. The first is group "limited-choice", contains 6 colorful stimuli. The second is group "extensive choice", contains 30 colorful stimuli. The third is group "more extensive choice", contains 30 colorful stimuli with patterns. This research takes Peter Wright’s decision-making models for protocol analysis.
The result shows, “MINIMAX-MAXIMAX” and “CONJUNCTION- DISJUNCTION” are two decision-making models the most commonly used. Subjects tend to consider one stimulus or one stimuli group at one time. In the more information group, “exclude after decision” doesn’t increase. Subjects decrease extensive information into limited information by classification. Thus, the use of decision-making model isn’t obviously different in three information groups. For application, classification of extensive products helps reduce information overload. Therefore, products may attract consumers easily. Collocate products with the best-selling product, and consumer may buy the whole set.

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