Self-Construal and the Choice between Extreme-Compromise Strategies for New Product Evaluation
Abstract：Highly innovative products may offer consumers both greater benefits and higher level of risks. Only with the deep understanding of evaluation strategies，will the enterprises choose the suitable marketing tools to improve consumers’ evaluation on new products，improve brand image，and promote the beneficial cycle of brand building. With the help of two experiments，the author finds that：in low- involvement conditions，independent selves evaluate solely by product’s attribute information（extreme strategy）；interdependent selves evaluate by brand and attribute information simultaneously（compromise strategy）.The above findings are caused by different evaluation strategies of independent selves and interdependent selves，but not the difference in brand’s perceived diagnosticity. For large number of enterprises，which are in the growing stage，they should create high- involvement environment of consumption with the use of appropriate marketing tools，such as advertisement and package， according to certain situation to improve consumers’ evaluation and brand image， and foster enterprises competitiveness.
strategy；compromise strategy；new product evaluation