- 學位論文
"What happened? Mr. Preference ", Preferences Reversals between Joint and Separate Evaluation of Multi-alternatives：Context effect
"What happened? Mr. Preference ", Preferences Reversals between Joint and Separate Evaluation of Multi-alternatives：Context effect
並列摘要
Most research of the preference reversal focus on evaluability hypothesis with one or two alternatives between separate evaluation modes and joint evaluation modes, but in the most situation, consumer have multi-alternative when they make choice. Therefore, the purpose of this study was to ascertain the effect of adding multi-alternative choice set in traditionally evaluative hypothesis. We investigated that whether the context effect will affect consumer preference between separate and joint evaluation modes. The research design was a purchase situation design utilizing experiment methodology. In this study, three experiments are conducted to determine: first whether consumers tend to willingness to pay the middle and target option more value in traditionally evaluation modes, and make consumer preference will be reversed. Second, we change the importance of attribute, whether the context effect still appears in evaluative hypothesis. Third, we make joint-separate evaluation PR occurred because both attributes are easy to evaluation independently, whether the preference reversal will be arise. The results will be presented in this paper.