Chapter ThreeHow the time consumption pressurefactor influences irrational consumptiondecision makingWhen one consumer has a large number of options, he/she will feel time pressure to cause whose accurate and reasonable evaluation. hen, the personal time limiting pressure factor will bring these questions: How does the time limiting pressure influence the consumer evaluation? Will the consumer personal limiting time pressure bring advantages and / or disadvantages in whom consumption decision making? How to help the consumer to solve short time decision problem when he/she encounters extreme time pressure an dchoice overload?I shall assume every consumer is general one economic man. He/she feels time is important, he /she does not want to spend much time to choose one brand of product to buy among a number of brands of products choices. I also assume that any consumers decision making satisfaction, which is based on search until they found a sufficiently good item, or run not of time. So, it seems that which the consumer needs to buy one kind of product, but the product has a lot number of different brands to let the consumer to choose. The consumer ought need to spend much time to make choice decision making. However, consumer is one economic man, he/she ought not to search all different brands to decide whether which brand of product can bring the much economic value or utility value to choose to buy. So, in general, consumers will only choose sample brands of products to decide to buy the satisfied brand of product. For example, when the consumer needs to buy one television. The television has 20 brands of similar televisions to let he to choose. He will not spend much time to search these similar 20 televisions information. He will only gather sample 10 to 15 or less different brands of televisions to compare what their strengths and weaknesses, unique characteristics. Then, he will make decision to choose to buy the best television from these sample televisions. Hence, in general, consumers will feel time pressure when they feel need to spend much time to choose a lot different brands of similar products. Because they feel time is not enough to let they can do other important matters when they need to spend much time to do search information behavior when they need to buy any products ususally. Hence, it is general consumers psychology that they will feel real choice under time pressure and choice overload, when they have too much a lot of similar brands of products to let them have opportunity to choose to make decision making to buy only one brand of product.