When Two Is Better Than One: Polarization and Compromise in Unrestricted Choice

Andrea Bonezzi, New York University, USA
Alexander Chernev, Northwestern University, USA
Aaron Brough, Pepperdine University, USA
When faced with decision conflict, consumers often choose compromise options. However, we show that this occurs when purchase quantity is restricted to a single option, whereas, when purchase quantity is not restricted, consumers may opt to resolve decision conflict by choosing multiple extreme options.
[ to cite ]:
Andrea Bonezzi, Alexander Chernev, and Aaron Brough (2012) ,"When Two Is Better Than One: Polarization and Compromise in Unrestricted Choice", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 266-270.