The Effect of Self-construal and Relationship Closeness on Compromise Effect

• Main Authors: Meng-Hsi Lee, 李孟熹
• Other Authors: Chung-Chau Chang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/20735787630715905657

碩士 === 國立臺灣大學 === 商學研究所 === 101 === This study focused on the effect of self-construal and relationship closeness on compromise effect. Self-constructed classifies individuals into two categories: independent and interdependent. The independent usually express their unique opinion, using systematic style of thinking to understand, analyze the purchasing information. While the interdependent see themselves as part of a social group and use a heuristic style of thinking to process the purchasing information. Past research identified that the relationship closeness and compromise effects are highly correlated because when consumers buy something for someone they don’t know much, they don’t understand their tastes and views of these objects. Therefore they tend to choose the compromise option with doctrine of mean. This research use self-construal and relationship closeness as independent variables and conduct an experiment through a 2 (interdependent vs. independent) x3 (buy for self vs. buy for a family vs. buy for a friend) x2 (there are two options [Binary] vs. three options [Trinary]) questionnaire to explore the impact of the compromise effect on the interaction of the two.