title: The impact of self-confidence on the compromise effect.
abstract: This research reports an investigation into whether the personality aspect of self-confidence affects the compromise effect. We hypothesize that highly self-confident people have greater certainty in making decisions and are more attracted to risk-taking, which makes them less likely to choose the safe or middle option in a large choice set. The three studies involved are conducted using between- and within-subjects experimental designs. Various product categories are used to generalize the findings. Study 1 looks at purchasing decisions and utilizes three scales of self-confidence, risk preference, and uncertainty; it demonstrates that consumers with high self-confidence are less likely to choose a compromise option due to high certainty in their decision-making. Study 2 discovers that people with low self-confidence are more likely to choose the middle option in a risky condition than in a nonrisky condition. Study 3 decomposes self-confidence into general and specific self-confidence, and reveals that people with low general self-confidence and low specific self-confidence are more likely to choose the middle option.
authors.affiliation: National Chung Cheng University, Chia-Yi, Taiwan. Yinhui77@gmail.com
authors.forename: Shih-Chieh
authors.initials: SC
authors.lastname: Chuang
authors.forename: Yin-Hui
authors.initials: YH
authors.lastname: Cheng
authors.forename: Chia-Jung
authors.initials: CJ
authors.lastname: Chang
authors.forename: Yu-Ting
authors.initials: YT
authors.lastname: Chiang
mesh_terms: D002755:Choice Behavior; D003657:Decision Making; D004644:Emotions; D005260:Female; D006801:Humans; D008297:Male; D012306:Risk; D012309:Risk-Taking; D012649:Self Concept; D035501:Uncertainty