Consumer Decision-Making in the Presence of a Compromise Alternative: Limits and Moderators

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F20%3AA0000180" target="_blank" >RIV/47813059:19520/20:A0000180 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Consumer Decision-Making in the Presence of a Compromise Alternative: Limits and Moderators
Original language description
The compromise effect is reported to occur when an alternative described by certain attributes and characteristics is more preferred by consumers when it is introduced into a choice set as a middle-option rather than an extreme alternative. Using the compromise strategy in their decision-making helps consumers to lower the uncertainty and risks that every decision brings and minimize possible losses. While this effect is believed to be robust and was explored in different areas beside consumer research and marketing, there are still numerous factors that might moderate or fully diminish the compromise effect. Firms designing their product lines or product offers in a way that would support the compromise effect should be aware of existence of these factors. The goal of this paper is to indicate the factors, which might influence the strength of the effect. The paper categorizes the factors depending on two aspects: whether they influence the decision-making process or not and whether the factor is connected to the consumers’ characteristics or the characteristics of the concrete decision-making. The paper employs the research method of literature analysis of previously published studies about the topic.
Czech name
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Czech description
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Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Marketing Identity: COVID-2.0
ISBN
9788057201076
ISSN
2729-7527
e-ISSN
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Number of pages
10
Pages from-to
321-330
Publisher name
Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava
Place of publication
Trnava
Event location
online
Event date
Nov 11, 2020
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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