Our research examines the role of social norms on compromise-effect. Drawing on research on context-based inference, conformism and social identification, we show that when considering a ternary choice set in which an extreme alternative is popular in the market or in a reference group, consumers vary in their likelihood of selecting the compromise alternative and in their assessment of the relational properties of examined context. Our work documents that different social cues modify the inference consumers make basing on the context. Finally, the role of social norms on compromise-effect is attenuated when the uncertainty surrounding the choice task increases.
CONTEXTUAL CUES AND DESCRIPTIVE NORMS: DO PEOPLE STICK TO CONTEXT WHEN THEY KNOW WHAT OTHERS CHOOSE? / A. Zammit; E. Montaguti. - ELETTRONICO. - (2010), pp. 1-23. (Intervento presentato al convegno “A World of Knowledge At the Point of Confluence.” The Association for Consumer ResearchAnnual North American ConferenceOctober 22 – 25, 2009Pittsburgh, PA tenutosi a Pittsburgh, PA, USA nel October 22 – 25, 2009).
CONTEXTUAL CUES AND DESCRIPTIVE NORMS: DO PEOPLE STICK TO CONTEXT WHEN THEY KNOW WHAT OTHERS CHOOSE?
ZAMMIT, ALESSANDRA;MONTAGUTI, ELISA
2010
Abstract
Our research examines the role of social norms on compromise-effect. Drawing on research on context-based inference, conformism and social identification, we show that when considering a ternary choice set in which an extreme alternative is popular in the market or in a reference group, consumers vary in their likelihood of selecting the compromise alternative and in their assessment of the relational properties of examined context. Our work documents that different social cues modify the inference consumers make basing on the context. Finally, the role of social norms on compromise-effect is attenuated when the uncertainty surrounding the choice task increases.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
