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Researcher | Institution | Original publication | Reading recommendations | Beyond | CitationThe 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.
DOI:
https://doi.org/10.21036/LTPUB10639
Institution
Ludwig Maximilian University Munich (Ludwig-Maximilians-Universität München)
"LMU Munich is one of the leading universities in Europe. Carrying on a tradition that goes back over 500 years, LMU offers challenging study programs and provides an ideal environment for top-level research. "Introducing LMU" gives an insight into learning and teaching as well as research and life at LMU." ( Source )
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Original publication
The Influence of Serotonin Deficiency on Choice Deferral and the Compromise Effect
Journal of Marketing Research
Published in 2016
Reading recommendations
Market Boundaries and Product Choice: Illustrating Attraction and Substitution Effects
Journal of Consumer Research
Published in 1983
Alternative Models for Capturing the Compromise Effect
Journal of Marketing Research
Published in 2004
On the Practical Relevance of the Attraction Effect: A Cautionary Note and Guidelines for Context Effect Experiments
Academy of Marketing Science Review
Published in 2015
How durable are compromise effects?
Journal of Business Research
Published in 2016
Choice Based on Reasons: The Case of Attraction and Compromise Effects
Journal of Consumer Research
Published in 1989
Beyond
A Ground-breaking Scientific Revolution
An Alarming Challenge for Society
If I Had a Second Life
A Personal Reading Recommendation