Consumer choice of compromise option and activated styles of thinking: Experimental evidence

IF 2.1 3区 心理学 Q2 PSYCHOLOGY, EXPERIMENTAL
Byung-Joon Choi
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引用次数: 0

Abstract

Choice preferences for the compromise option are one common way to make decisions which has received a great deal of research attention to seek a richer understanding of consumers' product choices. Prior research has focused on investigating the various factors underlying the compromise choice. Given that the literature on cognitive style provides considerable evidence of how a holistic-analytic thinking style influences consumers' decision-making processes, this article applies an individual-differences perspective to examine the influence of consumers' situationally activated styles of thinking on their choice of compromise option. We conduct two separate experimental studies in Korea and in France, as representatives of holistic-and analytic-thinking culture, respectively, and identify whether priming consumers to think either holistically or analytically induces the shift in their thinking tendencies and consequently in their choice behavior. The results demonstrate a significant interaction between consumers' culture and the priming condition; French consumers have a greater tendency to select compromise option in holistic-prime condition, while Korean consumers have a lower tendency to select compromise option in analytic-prime condition. Contributing to literature not only on compromise choice, but also on priming effects of thinking style, the findings provide useful managerial insights into implementing effective global strategies for compromise-option product ranges.

消费者对折中方案的选择与活跃的思维方式:实验证据
折衷选择偏好是一种常见的决策方式,它受到了大量研究的关注,以寻求对消费者的产品选择有更丰富的了解。先前的研究主要集中于调查折衷选择的各种基本因素。鉴于有关认知风格的文献提供了大量证据,证明整体分析型思维风格如何影响消费者的决策过程,本文采用个体差异的视角,研究消费者的情境激活型思维风格对其折中方案选择的影响。我们分别在韩国和法国(整体思维和分析思维文化的代表)进行了两项实验研究,以确定引导消费者进行整体思维或分析思维是否会引起他们思维倾向的转变,进而影响他们的选择行为。结果表明,消费者的文化与诱导条件之间存在明显的交互作用;法国消费者在整体-诱导条件下更倾向于选择折中方案,而韩国消费者在分析-诱导条件下则更倾向于选择折中方案。研究结果不仅有助于折衷选择方面的文献,也有助于思维风格的引物效应方面的文献,为实施有效的折衷选择产品系列全球战略提供了有用的管理见解。
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来源期刊
Applied Cognitive Psychology
Applied Cognitive Psychology PSYCHOLOGY, EXPERIMENTAL-
CiteScore
4.30
自引率
8.30%
发文量
111
期刊介绍: Applied Cognitive Psychology seeks to publish the best papers dealing with psychological analyses of memory, learning, thinking, problem solving, language, and consciousness as they occur in the real world. Applied Cognitive Psychology will publish papers on a wide variety of issues and from diverse theoretical perspectives. The journal focuses on studies of human performance and basic cognitive skills in everyday environments including, but not restricted to, studies of eyewitness memory, autobiographical memory, spatial cognition, skill training, expertise and skilled behaviour. Articles will normally combine realistic investigations of real world events with appropriate theoretical analyses and proper appraisal of practical implications.
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