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The compromise effect can be observed in the consumer’s tendency to avoid extreme ends of the available range when making purchasing decisions. In this video, MARKO SARSTEDT investigates the origins of the compromise effect. Describing an experiment that interrogates the effects of a lowering of cognitive capability on purchasing decisions, Sarstedt argues that rather than involving fast or intuitive decision making, the compromise effect is grounded in deliberate and demanding thought processes. The research provides a platform for further work examining the links between other effects (e.g. the attraction effect, the phantom decoy effect) and cognitive depletion.
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The Influence of Serotonin Deficiency on Choice Deferral and the Compromise Effect
Journal of Marketing ResearchPublished in 2016
Market Boundaries and Product Choice: Illustrating Attraction and Substitution Effects
Journal of Consumer ResearchPublished in 1983
Alternative Models for Capturing the Compromise Effect
Journal of Marketing ResearchPublished in 2004
On the Practical Relevance of the Attraction Effect: A Cautionary Note and Guidelines for Context Effect Experiments
Academy of Marketing Science ReviewPublished in 2015
How durable are compromise effects?
Journal of Business ResearchPublished in 2016
Choice Based on Reasons: The Case of Attraction and Compromise Effects
Journal of Consumer ResearchPublished in 1989