Aspiration and Compromise Effect

Chuang, Shih-Chieh; Wu, Pei-Hsun; Kao, Danny Tengti; Tsai, Chia-Ching

doi:10.2466/pr0.101.4.1179-1188

Cited by 3 publications

(1 citation statement)

References 32 publications

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“…1) Country of origin Consumers' attitudes towards certain countries can directly affect their product selection bias. Chuang et al (2007) pointed out that when consumers have a negative impression of product origin, the compromise effect will decrease.…”

Section: Product Factorsmentioning

confidence: 99%

The Research Review and Prospect of Compromise Effect

Li¹

2020

JSS

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The rational choice theory holds that consumers will always choose the product with the maximum utility, while the context effect emphasizes that consumers' choice will change with the change of the situation, and the rational decision is not always made. As a model of context effect, the compromise effect points out that when an extreme option is added to the selection set, the original option will become a compromise option and become more attractive. On the basis of a systematic review of the literature related to the compromise effect, this paper summarizes and prospects the compromise effect. First of all, this paper introduces the concept of the compromise effect, and the similarities and differences between the compromise effect, the context effect and the attraction effect. Secondly, this paper discusses the formation mechanism of compromise effect from the perspective of reason seeking, loss aversion and rational decision-making. Third, based on the literature review, this paper discusses the impact factors of the compromise effect. Finally, this paper puts forward the enlightenment of the compromise effect to the marketing practice, and points out the future research direction.

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Section: Product Factorsmentioning

confidence: 99%

The Research Review and Prospect of Compromise Effect

Li¹

2020

JSS

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Preis und Qualität als Dimensionen von Kompromissoptionen

Gierl

Stiegelmayr

2010

Z Betriebswirtsch

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Zusammenfassung:In diesem Beitrag werden die Fragen behandelt, wie Konsumenten auf Kompromissprodukte reagieren und welche Konsequenzen sich daraus für den Wahlanteil der bisher bereits angebotenen Produkte ergeben. Es werden Produkte betrachtet, die sich im Hinblick auf den Preis und die Qualität unterscheiden, und Theorien vorgestellt, mit denen Wirkungen der Existenz und der Positionierung eines Kompromissprodukts vorhergesagt werden können. In einer neuen empirischen Studie werden die Effekte der Existenz und der Positionierung einer Kompromissoption aufgezeigt. Die zentralen Ergebnisse lauten, dass Kompromissoptionen von vielen Entscheidern selbst dann bevorzugt werden, wenn ihr Preis-Qualitäts-Verhältnis deutlich schlechter ist als das der anderen Optionen, und dass die Antwort auf die Frage, welche der bisher angebotenen Optionen vergleichsweise stark an Wahlanteil verliert, von der absoluten Preishöhe der Produktkategorie abhängt.Schlüsselwörter: Neuproduktpositionierung · Markteintritt · Kontextabhängige Präferenzen · Kompromisseffekt · Entscheidungsregeln

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The effect of incomplete information on the compromise effect

et al. 2012

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Most research on the compromise effect focuses on how consumers make their decisions in a complete information scenario; however, consumers generally lack sufficient information when they make purchase decisions. This research aims to explore the compromise effect with incomplete information. Three studies were conducted to examine the research hypotheses. The main findings was that consumers are more likely to choose the middle option when they have incomplete information than when they have complete information. Further, the compromise effect decreases when consumers can choose to defer their decision in an incomplete information scenario. Finally, the compromise effect decreases when consumers are asked to infer missing attribute values from the incomplete information.

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Aspiration and Compromise Effect

Cited by 3 publications

References 32 publications

The Research Review and Prospect of Compromise Effect

The Research Review and Prospect of Compromise Effect

Preis und Qualität als Dimensionen von Kompromissoptionen

The effect of incomplete information on the compromise effect

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