The Impact Of Consumers' Subjective Perception Of Busyness On The Compromise Effect

Busyness is one of the most common states of modern consumers,and more and more brands are using busyness in their advertisements.Previous studies on the influence of busyness on consumer decision-making mainly discuss from the perspective of time pressure,but they don't pay attention to the influence of consumers' subjective feeling of busyness on consumer decision-making.From the perspective of consumers' subjective perception of busyness,this study takes the common compromise phenomenon in consumption decision-making as the breakthrough point,explores the influence of consumers' subjective perception of busyness on the compromise effect through one pre-experiment and five formal experiments,and discusses its explanation mechanism and boundary conditions.The results of experiment 1 show that when consumers perceive busyness,they show less preference for compromise options.At the same time,the first experiment examines the mediating effect of decision-making confidence.The results of experiment 2 show that the main effect still exists when the decision attribute is changed and the product with low consumer familiarity is selected.By directly measuring consumers' subjective busyness,experiment 3 proves that consumers with high subjective busyness are less likely to choose the compromise option than those with low subjective busyness.The results of experiment 4 and experiment 5 suggest that the thinking mode of consumers can moderate this effect.For consumers with abstract thinking,they will abstract "busy" as a symbol of their own ability,feel more confident in making decisions,and are more likely to follow their inner preference,and will not choose compromise options to reduce risks.For consumers with specific thinking,they will specify "busy" as "need to do a lot of things",so the subjective perception of busyness has no impact on their decision-making confidence and their preference for compromise options.Through empirical research,this study verifies the influence of consumers' subjective perception of busyness on the compromise effect and the internal psychological mechanism.The results of this study can supplement the relevant studies on busyness and compromise effect,and be applied to marketing practices such as product positioning,marketing strategy and competitive pattern.