許多學者與大部分的人對於決策方式皆存在傳統的思維模式，其認為理性的決策模式因透過系統、邏輯性的分析，在任何情況下皆會產生較高的決策品質。然而，近期的研究發現，深思熟慮的評估存在兩大缺點，容易造成不一致的偏好，而消費者的知覺複雜度即是導致此結果的主因。 本研究以廣告訴求、深思與否、資訊數量作為自變數，並以產品複雜度、廣告鋪陳順序作為干擾變數，探討這些變數如何藉由影響知覺複雜度的高低，再進一步影響偏好一致性及知覺價格。 研究結果得知，在任何情況下，直覺(不深思)皆比深思熟慮更能產生較一致的偏好。深思下，感性資訊比理性資訊容易導致較不一致的偏好及較高的知覺價格；不深思下，則廣告訴求的不同、資訊數量多寡、產品複雜度高低皆不會影響偏好一致性。廣告鋪陳順序則無論深思與否皆不影響偏好一致性。 Many scholars and most people have rigid thinking on decision-making way. They think rational decision-making pattern that result through the systematic, logical analysis. The patten will produce a higher quality of decision making in any case. However, recent studies have found that deliberation of the two major shortcomings exist, easily lead to inconsistent preferences, and consumer perception of complexity is the main reason leading to this result. In this study, Using advertising appeals, way of decision-making and the number of information as independent variables. Product complexity, the order of ad lay out as a moderator of how these variables affect the perception by the level of complexity, further affecting the consistency and perceived preference price. The results that, in any case, intuition (non-deliberation) is considered producing more consistent preferences. In deliberation, the emotional information easily lead to more inconsistent preferences and higher perceived price than the rational information. In non-deliberation, then the different advertising appeals and information of amount, product complexity is not affected by the level of preference for consistency. The order of ad lay out did not affect the consistency regardless of deliberation or non-deliberation.
