Yin-Hui Cheng

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The investment in research and development (R&D) for semiconductor industry is never small as the technology cycle time (TCT) is relatively short comparing to other industries, thus a semiconductor company requires lots of technological innovations and capital offerings to maintain. The semiconductor industry contributes primarily part of the(More)
Most research on the compromise effect focuses on how consumers make their decisions in a complete information scenario; however, consumers generally lack sufficient information when they make purchase decisions. This research aims to explore the compromise effect with incomplete information. Three studies were conducted to examine the research hypotheses.(More)
Most research on preference reversal (PR) focuses on the evaluability hypothesis with one or two alternatives. However, people normally encounter more than two options in daily life. In this research, a third option was added to the PR effect choice sets in the traditional joint-separate evaluations mode to create a context effect. Three studies were(More)
We conducted three studies to investigate indulgent choice in settings with and without impression management by public-private manipulation with evaluation. Study 1 showed that the participants were less indulgent under public scrutiny due to the employment of impression management. Study 2 focused on the impression management context to test the moderate(More)
This research reports an investigation into whether the personality aspect of self-confidence affects the compromise effect. We hypothesize that highly self-confident people have greater certainty in making decisions and are more attracted to risk-taking, which makes them less likely to choose the safe or middle option in a large choice set. The three(More)
Most prior research on the compromise effect has focused on single rather than multiple choices. This research investigates the potential effects of purchase quantity on the compromise effect. We propose that the share of the middle option in a trinary choice set decreases as the purchase quantity increases, because people tend to employ a balance heuristic(More)
  • Yin-Hui Cheng
  • International journal of psychology : Journal…
  • 2013
There is increasing recognition that consumer aesthetics--the responses of consumers to the aesthetic or appearance aspects of products--has become an important area of marketing in recent years. Consumer aesthetic responses to a product are a source of pleasure for the consumer. Previous research into the aesthetic responses to products has often(More)
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