Is the Choice of the Middle Rational? Compromise Effect

Sebastian Oetzel () and Andreas Luppold ()
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Sebastian Oetzel: Hochschule Fulda – University of Applied Sciences

Chapter Chapter 5 in 33 Phenomena of Purchasing Decisions, 2024, pp 23-28 from Springer

Abstract: Abstract This chapter introduces the compromise effect, demonstrates with an example that choosing the middle option in a decision situation with three alternatives can be rational, presents scientific studies that show that the selection decision is based on cognitive processes, and discusses implications for marketing practice.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-44799-1_5

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DOI: 10.1007/978-3-658-44799-1_5

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