Aspiration and compromise effect
Shih-Chieh Chuang1, Danny T Kao, Pei-Hsun Wu
1Department of Business Administration, National Chung Cheng University, Taiwan.
Psychological Reports
|March 26, 2008
Abstract:
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.
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