Compromising the compromise effect: Brands matter |
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Authors: | Francisca Sinn Sandra J Milberg Leonardo D Epstein Ronald C Goodstein |
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Institution: | 1.Escuela de Negocios,Universidad Adolfo Iba?ez,Santiago,Chile;2.Departamento de Estadística,Pontificia Universidad de Católica,Santiago,Chile;3.McDonough School of Business,Georgetown University,Washington,USA |
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Abstract: | Consumer behavior research has a long history indicating that preferences are influenced by the relative positions of members
of a choice set. The realism of this work, however, is somewhat limited because alternatives are typically labeled with letters
rather than with real brand names. We investigate the boundaries of prior research by testing whether preferences for alternatives
in compromise and superior positions generalize to a more realistic market scenario that includes choices between real brands.
In particular, we conduct two studies that examine if preferences for brands in a choice set are moderated by the inclusion
of more or less familiar brand names. We find that consumers prefer extreme brands when compromise brands are relatively less
familiar and compromise brands when they are relatively more familiar. In this scenario brand familiarity and not the position
of the alternatives determine choice. In situations where a choice alternative is superior, we find no moderation due to brand
familiarity.
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Keywords: | Choice Context effects Compromise effects Brand familiarity |
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