| Summary: | This article reports the effects of hedonic versus utilitarian consumption goals on consumers' choices between middle and extreme options and the compromise effect. The authors formulate competing hypotheses regarding the role of different types of consumption goals on consumers' preferences for middle vs. extreme options and the compromise effect based on three different research streams (i.e., the justification mechanism, different types of valuation mechanism, and self-regulatory focus mechanism). Two studies are conducted, and the findings suggest that the compromise effect is higher for the utilitarian (vs. hedonic) consumption situation.
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