The Effect of Incomplete Information on the Compromise Effect

• Main Authors: Tsu-an Chou, 周祖安
• Other Authors: Shih-Chieh Chuang
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/83614468499071286577

碩士 === 國立中正大學 === 企業管理所 === 98 === Most research of the compromise effect focuses on making decision with complete information, but in the most situation, consumer have no enough information when they make choices. Hence, the purpose of the research is to explore the compromise effect with incomplete information. In this study, four experiments are conducted to determine: first whether consumers tend to choose the middle option more often when they choosing with incomplete information than complete information. Second, whether the choice uncertainty is the main reason when consumers choice the middle option with incomplete information. Third, if consumers can choose not to make a decision in an incomplete information situation, the compromise effect will decrease. The last, whether the compromise effect will decrease when consumers were asked to infer the missing value without enough information.