The Impact Of Compromise Product Pre-sales On Delayed Selection

Pre-sale has become a very common marketing method in People’s Daily life,that is,the information related to the product is released to the public before the product really goes on the market,so as to attract consumers.Choosing the compromise product option can reduce the negative experience caused by consumers’ choice of other options to a certain extent.It is also a decision behavior often adopted by people in daily consumption.In the real consumption situation,when consumers are faced with various choices and do not need to make decisions immediately,they often delay the decision time and make delayed choices because of various factors.So compromise product presales,whether can cause the consumer to delay the choice? In this study,three experiments were carried out to explore the influence of compromise product pre-sale on delayed selection,as well as the psychological mechanism and boundary conditions behind it: the mediating effect of decision conflict,and the moderating effect of decision style(rational/intuitive).Based on the results of three experiments,the following conclusions are drawn in this study:(1)Compared with the non-pre-sale of the compromise product,consumers are more likely to make the delayed choice when the compromise product is pre-sold.(2)Decision conflict plays a partial intermediary role in the relationship between the pre-sale of the compromise product and the delayed selection.When the compromise product is pre-sale,the decision conflict is higher and the delayed selection is more likely to occur.(3)The decision-making style plays a moderating role in the relationship between compromise product pre-sale and delayed selection.Intermediary role decision conflicts and adjustment by the decision-making style,adjust the first half of the mediation process path.Specifically,when the higher the score of consumers’ decision-making style is,that is,rational decision-making style dominates,the stronger the direct effect of compromise product pre-sale on delayed selection,and the stronger the indirect effect of compromise product pre-sale on delayed selection through decision conflict.The lower the score of consumers’ decision-making style,that is,when intuitive decision-making style dominates,the direct effect of compromise product pre-sale on delayed selection and the indirect effect of compromise product pre-sale on delayed selection through decision conflict have no significant moderating effect.This study enriches and improves the research system of situational effect virtual position phenomenon,provides a completely new perspective and path to further understand the presold(product virtual position)phenomenon and tradeoff effect,and provides theoretical guidance for enterprises and shops to reduce consumers’ delay in choosing.