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 qua...

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Bibliographic Details
Published inPsychological reports Vol. 101; no. 3_suppl; pp. 1179 - 1188
Main Authors Chuang, Shih-Chieh, Wu, Pei-Hsun, Kao, Danny T., Tsai, Chia-Ching
Format Journal Article
LanguageEnglish
Published Los Angeles, CA SAGE Publications 01.12.2007
Subjects
Adolescent
Adult
Aspirations (Psychology)
Choice Behavior
Consumer Behavior
Economic Competition
Female
Goals
Humans
Male
Motivation
Problem Solving
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Summary: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.
Bibliography:ObjectType-Article-1
SourceType-Scholarly Journals-1
ObjectType-Feature-2
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ISSN:0033-2941
1558-691X
DOI:10.2466/pr0.101.4.1179-1188