诱导性信息对消费者选择的折中效应的影响

When Could Persuasive Information Influence Consumer's Choice?

为了考察消费者处于诱导性信息环境下的选择结果,通过2个实验发现,即使当消费者面对各种诱导性信息时,依然会在消费选择中表现出折中效应。但是,如果改变呈现诱导性信息的方式,使消费者在中性信息环境下自主做出选择,再呈现诱导信息,则可以系统性地弱化折中效应,从而改变消费者的选择偏好。

The paper is to explore the consumers＇ choice result when they are faced with persuasive information.The findings from our experiments indicate that consumers could still indicate compromise effect when facing persuasive information.However,changing the way of presenting the persuasive information could systematically weaken the compromise effect,thus changing consumers＇ choice preference.