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When Could Persuasive Information Influence Consumer s Choice? |
CHEN Jun-Song, FU Guo-Qun, WU Jin-Tao |
1.China Europe International Business School, Shanghai, China; 2.Peking University, Beijing, China; 3.Sun YatSen University, Guangzhou, China |
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Abstract 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.
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Received: 09 September 2010
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