دانلود رایگان مقاله چگونگی ثبات اثرات سازش؟

abstract

The compromise effect, according to which consumers tend to prefer options positioned as a compromise in a given set of extreme options, ranks among the most prominent context effects in marketing research. Tying in with the recent debate on the robustness of the effect, this research shows that the effect is robust in terms of durable goods when using real branded products, including real payments, the possibility of a pre-choice evaluation, and no-buy options. The results of a comparative analysis based on previous studies' effect sizes suggest that, compared to decisions on fast-moving consumer goods (FMCG), the amount of cognitive effort spent on decisions regarding durables fosters the compromise effect. A second study supports this notion by showing that, regarding choices between durables, the compromise effect diminishes under a serotonin-deficiency-induced cognitive impairment, but its decrease is not as pronounced as with FMCG.

5. General discussion and implications

5.1. Summary and managerial implications Addressing Lichters et al.'s (2015) call for further research and taking the limitations of prior studies into account (Table 1), this study used an enhanced experimental design to examine the compromise effect in respect of durables. The first of the two studies considered choices between real durable products with realistic prices, a meaningful set of product attributes, and visual stimuli, while allowing the participants to evaluate the products, offering a no-buy option, controlling for their perception of the choice alternatives, and limiting the number of choice tasks. The results provide evidence of the compromise effect's robustness in binding choices between durables. A further comparison of the effect's magnitude in binding choices reveals a significantly stronger effect in respect of durables than FMCG. These results extend recent metaanalytical work on the compromise effect in hypothetical decisions (Neumann et al., 2016), showing that the effect's increase in respect of durables generalizes to realistic binding choices. As binding buying decisions regarding durables entail a higher perceived risk, this study's results support the notion that the compromise effect is a result of applying complex decision rules instead of effortless choice heuristics (e.g., Dhar & Gorlin, 2013; Khan et al., 2011; Lichters, Brunnlieb, et al., 2016).