Aspiration and Compromise Effect 1
Bibliographic Data
| ID | 13664292 |
|---|---|
| Authors | Shih-Chieh Chuang (0000-0001-8736-3389, National Chung Cheng University), Pei-Hsun Wu (0000-0003-4440-4659, National Taichung University of Science and Technology), Danny Tengti Kao (0000-0002-6916-1908, Shih Chien University, corresponding author), Chia-Ching Tsai (I-Shou University) |
| Year | 2007 |
| Volume | 101 |
| Issue | 3F |
| Pages | 1179-1188 |
| Publication date | 2007-12-01 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Psychological Reports (JOURNAL) |
| Journal identifiers | ISSN: 0033-2941 • E-ISSN: 1558-691X |
| Publisher | SAGE Publishing (PUBLISHER • US) |
| DOI | 10.2466/pr0.101.3f.1179-1188 |
| OpenAlex | W4234039153 |
| Language | EN |
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
Compromise · Political science · Product (mathematics · Quality (philosophy · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Mathematics · Psychology
| Highly cited | No |
|---|