The Influence Of Optimism And Pessimism On The Compromise Effect

As a kind of context effect,compromise effect describes that the introduction of the third option(bait)into the binary selection set with only two options will affect the decision-maker’s choice preference.The introduction of the third option will make one of the options in the binary selection set become the intermediate(compromise)option,and the share of the intermediate(compromise)option will increase significantly.Therefore,scholars define the compromise effect as the situation that consumers tend to choose intermediate or compromise options when facing a selection set containing at least three options.Because the compromise effect has great theoretical and practical significance in explaining consumer choice behavior,it has become a hot spot in academic circles and enterprise practice management.Through the literature review,it is found that previous scholars paid more attention to the research on the potential mechanism of the compromise effect and the impact of consumer motivation and product type on the compromise effect,and paid less attention to the impact of consumer personal characteristics on the compromise effect.Therefore,from the first perspective of consumers’ optimism,this paper constructs a model of the impact of optimism and pessimism on the compromise effect,and introduces uncertainty tolerance as an mediate variable to verify its mediation effect between optimism,pessimism and the compromise effect.In addition,the level of consumer product knowledge is introduced as a moderating variable to verify its moderating effect between consumer optimism and uncertainty tolerance.This study collects relevant data through online questionnaire survey,and carries out multi-dimensional test on the obtained survey data through data analysis software.It is found that compared with optimistic consumers,pessimistic consumers are more inclined to choose compromise options,which has a positive impact on the compromise effect.Uncertainty tolerance plays an mediation role between optimism and compromise effect.Further research found that compared with pessimistic consumers,optimistic consumers will have higher uncertainty tolerance.This study also found that the level of consumer knowledge has a moderating effect between independent variables and mediating variables.Further research found that optimistic consumers will have higher uncertainty tolerance,whether it is high or low.This study enriches and expands the relevant research on the compromise effect in the field of consumer purchase decision-making,and provides more supporting evidence to prove the stability of the compromise effect.At the same time,it has certain enlightenment and guidance for relevant enterprises to formulate product strategies.