Aspiration and compromise effect.
Consumers' choice is often influenced by numerous reference points, such as the consumers' aspiration for product quality. In this study, the effect of such aspiration in compromise was investigated. Two experiments with 722 participants (309 men and 413 women) indicated that, when the quality of a product was below participants' aspiration level, the compromise effect decreased.
Chuang
Shih-Chieh
SC
Department of Business Administration, National Chung Cheng University, Taiwan.
Kao
Danny T
DT
Wu
Pei-Hsun
PH
Tsai
Chia-Ching
CC
D000293:Adolescent; D000328:Adult; D001240:Aspirations, Psychological; D002755:Choice Behavior; D003258:Consumer Behavior; D004465:Economic Competition; D005260:Female; D006040:Goals; D006801:Humans; D008297:Male; D009042:Motivation; D011340:Problem Solving