Effect of compatibility between decision target and processing strategy on postdecision satisfaction

We conducted 2 experiments to examine the effect of compatibility between decision target (making a decision for oneself vs. another person) and processing strategy (alternative- vs. attribute-based) on postdecision satisfaction. The results showed that participants who were making decisions for themselves were more likely to prefer an alternative-based to an attribute-based processing strategy, whereas this effect was reversed for participants who were making decisions for others. A high degree of compatibility between self/other decision and alternative-based/attribute-based processing strategy increased postdecision satisfaction. Moreover, this effect was found to be mediated by decision confidence. Implications and suggestions related to these findings are discussed.