Nowadays, with the proliferation of electronic commerce (e-commerce), consumers are exposed to all varieties of products with large amounts of information prior to making purchase decisions. Though perfect information may lead to a better decision, the limitation of human beings' ability to process information has made purchase decision a difficult task for consumers (Cheng et al., 2014). Human cognitive bias, which is likely to inflict negative effect upon decision quality, has thereby attracted substantial attention (Cheng et al., 2014; Gamliel et al., 2016).