The effect of incomplete information on the compromise effect
The effect of incomplete information on the compromise effect
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DOI：
10.1017/s193029750000303x
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发表时间：
2012-03
影响因子：
2.5
通讯作者：
Shih-Chieh Chuang;D. T. Kao;Yin-Hui Cheng;Chu-An Chou
中科院分区：
文献类型：
--
作者：
Shih-Chieh Chuang;D. T. Kao;Yin-Hui Cheng;Chu-An Chou
大多数关于妥协效应的研究都集中在消费者如何在完全信息的情况下做出购买决策，然而，消费者在做出购买决策时通常缺乏足够的信息。本研究旨在探讨不完全信息下的妥协效应。三项研究进行了检查的研究假设。研究结果表明，消费者在信息不完全的情况下比在信息完全的情况下更倾向于选择中间选项。此外，当消费者可以选择推迟他们的决定在一个不完全的信息场景中的妥协效果降低。最后，当消费者被要求从不完全信息中推断缺失的属性值时，折衷效应降低。
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.