吸引效应与折衷效应无论是在消费行为理论还是营销实践方面,均具有重大的价值,但其有效性最近受到部分学者的质疑。本文利用元分析技术对两种效应的一致性与稳健性进行了分析,分析结果显示,两种效应均具有较好的一致性;但是在稳健性方面,两种效应均存在一定问题,吸引效应更甚。依据分析结果,本文给出了提高稳健性的对策建议。 Both the attraction effect and the trade-off effect are of great value both in consumer behavior theory and in marketing practice, but their effectiveness has recently been questioned by some scholars. In this paper, we analyze the consistency and robustness of the two effects by using the meta-analysis technique. The analysis shows that the two effects have good consistency. However, there are some problems in the robustness between the two effects. The attractive effect Even worse. Based on the analysis results, this paper gives some countermeasures to improve the robustness.