An Analysis of Time Evolution of Compromise Effect: the Moderating Role of Pioneering Advantage and Product Category Familiarity
Consumer research has mainly focused on the static nature of the compromise effect without considering how time varying factors may influence decision rules and the composition of choice set. New products entry and the position occupied by new brands modify the context of choice and consequently can change preferences. This article examines the extend to which order of entry of affects the robustness of compromise effect. Our results demonstrate that a pioneer brand could be negatively or positively affected by the arrival of a new alternative when this turns it into an extreme or a compromise alternative.
Alessandra Zammit and Elisa Montaguti (2007) ,"An Analysis of Time Evolution of Compromise Effect: the Moderating Role of Pioneering Advantage and Product Category Familiarity", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 201-201.
Alessandra Zammit, Department of Management - University of Bologna, Italy
Elisa Montaguti, Department of Management - University of Bologna, Italy
E - European Advances in Consumer Research Volume 8 | 2007
How the Past Shapes the Present: The Assimilation of Enjoyment to Similar Past Experiences
Anika Stuppy, Erasmus University Rotterdam, The Netherlands
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands
Trapped in the rabbit hole: Life history strategies modulate the impact of mild stress on hedonic consumption
Bob Fennis, University of Groningen, The Netherlands
Justina Gineikiene, ISM University of Management and Economics
Dovile Barauskaite, ISM University of Management and Economics
Guido M. van Koningsbruggen, Vrije Universiteit Amsterdam
I12. The Effect of Susceptibility-Induced Threat in the Preventative Communication
Moon-Yong Kim, Hankuk University of Foreign Studies