 How durable are compromise effects?Marcel Lichters, Holger Müller, Marko Sarstedt and Bodo Vogt Journal of Business Research, 2016, vol. 69, issue 10, 4056-4064 Abstract: The compromise effect, according to which consumers tend to prefer options positioned as a compromise in a given set of extreme options, ranks among the most prominent context effects in marketing research. Tying in with the recent debate on the robustness of the effect, this research shows that the effect is robust in terms of durable goods when using real branded products, including real payments, the possibility of a pre-choice evaluation, and no-buy options. The results of a comparative analysis based on previous studies' effect sizes suggest that, compared to decisions on fast-moving consumer goods (FMCG), the amount of cognitive effort spent on decisions regarding durables fosters the compromise effect. A second study supports this notion by showing that, regarding choices between durables, the compromise effect diminishes under a serotonin-deficiency-induced cognitive impairment, but its decrease is not as pronounced as with FMCG. Keywords: Consumer durables; Context effect; Compromise effect; Real payment; Serotonin; Tryptophan depletion (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:10:p:4056-4064 DOI: 10.1016/j.jbusres.2016.02.039 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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