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

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

O - Projekt operacniho programu

Rok uplatnění

2020

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Marketing Identity: COVID-2.0

ISBN

9788057201076

ISSN

2729-7527

e-ISSN

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Počet stran výsledku

10

Strana od-do

321-330

Název nakladatele

Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava

Místo vydání

Trnava

Místo konání akce

online

Datum konání akce

11. 11. 2020

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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