The Impact of Personality Traits on Compromise and Attraction Effects

• Main Authors: YEN-HSIN HUANG, 黃妍昕
• Other Authors: Wu Chi Cheng
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/10425074546618678987

碩士 === 國立中山大學 === 企業管理學系研究所 === 100 === In order to meet our needs, consumer always believe that the more wild of selection, the better to choose the best of us. One such assumption is the regularity principle, which asserts that the addition of a new option to the choice set should not increase the probability of choosing any of the original options (Luce 1977). Clearly, both the attraction and compromise effects reflect an increase in the share of the target option after adding a third option. It implies that a new option added to a given set should take shares from existing options in proportion to their original shares. In fact, not all of the consumers react to these "third option" in the same level, because of the different personality traits , everyone have different thoughts even they get the same message. So, we want to know the impact of personality traits on compromise and attraction effects, and the intensity of those effects. We choose “self-confidence”, “need for cognition”, “need for uniqueness”, “locus of control”, and “self-monitoring” to test the compromise and attraction effects, and we found that people with “low need for uniqueness” had the strongest compromise effect; and with “high need for cognition” had the strongest attraction effect. In addition, “high self-confidence”, “high need for cognition”, “high need for uniqueness”, and “low self-monitoring” groups only exist attraction effect but compromise effect; “low self-confidence”, “low need for cognition”, “low need for uniqueness” and “high self-monitoring” groups react not only on attraction effect, but on compromise effect.