The impact of purchase quantity on the compromise effect: The balance heuristic
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 i...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Society for Judgment and Decision Making
2012-07-01
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| Series: | Judgment and Decision Making |
| Subjects: | |
| Online Access: | http://journal.sjdm.org/11/11619/jdm11619.pdf |