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Type: Conference paper
Title: Task factors and compromise effect in consumer choice
Author: Chen, J.
Rao Hill, S.
Citation: The Australian and New Zealand Marketing Academy (ANZMAC) Conference: Sustainable Management and Marketing, 30 November-2 December 2009; 8p.
Publisher: Monash university
Publisher Place: Australia
Issue Date: 2009
Conference Name: The Australian and New Zealand Marketing Academy Conference (2009 : Melbourne, Australia)
Statement of
Junsong Chen, Sally Rao Hill
Abstract: The compromise effect has received much research attention recently. Much research has been conducted to find out the factors which could weaken or strengthen the compromise effect. So far the research effort and findings could be primarily concluded into two categories - consumer characteristics and product characteristics related factors. While there has been limited research on the effects of task influences. We argue that task factors may significantly moderate the compromise effect in consumer choices. Specifically we hypothesise the influence of two task factors, task focus and task definition on compromise effect. The experimental design to test hypotheses was also proposed. Results will be available in October 2009.
Rights: Copyright status unknown
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