The influence of user cognition on consumption decision-making from the perspective of bounded rationality

Abstract

Consumer decision-making is related to the success or failure of enterprises, and products that cater to the cognitive preferences of users have become a focus of current research. Based on the theory of bounded rationality, this paper explores the cognitive process of consumer decision-making. Then, how product shape affects consumption decision-making is analyzed with eye-tracking technology. Finally, the design principle of the product form is further explored. The results demonstrate the following: (1) the perceptual cognition of users has a driving effect on consumption behavior; (2) as a key factor affecting the perceptual cognition of users, product form affects consumer decision-making by influencing the degree of approach motivation; (3) by establishing the mapping relationship between product form elements and user images, the principles of product form design can be more consistent with user image preferences. This study provides useful suggestions for how to increase the purchase behavior of users from the perspective of bounded rationality.