Article

Aspiration and compromise effect.

Department of Business Administration, National Chung Cheng University, Taiwan.
Psychological Reports (Impact Factor: 0.44). 01/2008; 101(3 Pt 2):1179-88. DOI: 10.2466/PR0.101.7.1179-1188
Source: PubMed

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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