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How durable are compromise effects?

机译：折衷效应有多持久？

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摘要

The compromise effect, according to which consumers tend to prefer options positioned as a compromise in a given set of extreme options, ranks among the most prominent context effects in marketing research. Tying in with the recent debate on the robustness of the effect, this research shows that the effect is robust in terms of durable goods when using real branded products, including real payments, the possibility of a pre-choice evaluation, and no-buy options. The results of a comparative analysis based on previous studies' effect sizes suggest that, compared to decisions on fast-moving consumer goods (FMCG), the amount of cognitive effort spent on decisions regarding durables fosters the compromise effect. A second study supports this notion by showing that, regarding choices between durables, the compromise effect diminishes under a serotonin-deficiency-induced cognitive impairment, but its decrease is not as pronounced as with FMCG. (C) 2016 Elsevier Inc All rights reserved.
机译：折衷效应是消费者倾向于选择在给定的一组极端期权中作为折衷方案的期权，是市场研究中最突出的情境效应之一。结合最近关于效果的鲁棒性的辩论，该研究表明，在使用真实品牌产品（包括实际付款），选择前评估的可能性和不购买选项的耐用品方面，效果很强。根据先前研究的效应量进行的比较分析结果表明，与对快速消费品（FMCG）的决策相比，花费在有关耐用品的决策上的认知努力量会增加折衷效果。另一项研究支持这一观点，表明对于耐用品之间的选择，在5-羟色胺缺乏症引起的认知障碍下，折衷效果减弱，但其下降不像快速消费品那样明显。 （C）2016 Elsevier Inc保留所有权利。

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