Analysis of Decision-Making Performance from a Schema Approach to Cognitive Resonance

This paper is aimed at proposing a new framework to predict decision performance, by investigating decision maker’s cognitive resonance. We assume that every decision maker has two kinds of schemaemotional schema and rational schema. Cognitive resonance is believed to have a close relationship with the two schemata and decision performance. In literature on decision performance there is no study seeking relationship among the two schemata and cognitive resonance. Therefore, our research purposes are twofold: (1) to provide a theoretical basis for the proposed framework describing the causal relationships among two schemata, cognitive resonance, and decision performance, and (2) to empirically prove its validity applying to Internet shopping situation. Based on the questionnaires from 138 respondents, we used a second order confirmatory factor analysis (CFA) to extract valid constructs, and structural equation model (SEM) to calculate path coefficients and prove the statistical validity of our proposed research model. Experimental results supported our research model with some further research issues.