The Impact of Compromise Effect to Need for Cognition on Types of Premium Promotion and Fitness of Gift

• Main Authors: De-Chuen Huang, 黃德淳
• Other Authors: Ya-Chung Sun
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/12954998436243917171

碩士 === 萬能科技大學 === 經營管理研究所 === 99 === In recent years the economy is in recession, every industry all faces the situation which customers almost buy nothing. In addition, the unemployment rate continues to increase thus consumers do not have much money. Therefore, when consumers spend their money they become more and more cautious, which makes companies have to launch many campaigns to promote their products. Previous studies about compromise effect focused on time pressure and information presentation. This study explores the effect of the need for cognition and types of premium promotion and the fitness of gift between main product and by product under different premium promotion upon compromise effect. The difference between experiment 1 and experiment 2 is premium promotion type. Experiment 1 verifies the proportion of three options which have substitute premiums for consumers with different need for cognition and discuss the proportions of options for consumers with respective need for cognition. Experiment 2 verifies the proportion of three options which have self liquidating premium for consumers with different need for cognition and discuss the proportions of options for consumers with respective need for cognition. The findings: In experiment 1 the proportion of consumers with low need for cognition which choose compromise option is greater than consumers with high need for cognition in the situation of high complementary premiums. Moreover, the proportion of consumers with high need for cognition which choose to compromise is greater than the other two options, however, although the effect on consumers with low need for cognition is not significant, the proportion change is obvious. In experiment 2 the proportion of consumers with low need for cognition which choose compromise option is greater than consumers with high need for cognition in the situation of high complementary self liquidating premiums. The proportion of consumers with high need for cognition which choose compromise option is greater than the other two options, however, although the proportion of consumers with high need for cognition is not significant, the trend which the proportion of consumers with low need for cognition is greater than consumers with high need for cognition is quite obvious. This article discusses its theory and practice according to its results.