Meeting in the Middle: Social Influence Effects on the Compromise Effect

Hristina Nikolova , Boston College, USA
Cait Lamberton , University of Pittsburgh, USA
We examine the compromise effect in joint dyadic decisions. Results show that the compromise effect emerges in decisions made by male-female and female-female dyads but not in those of male-male dyads. Preliminary evidence suggests that men’s belief that compromising is non-normative for males underlies this effect.
[ to cite ]:
Hristina Nikolova and Cait Lamberton (2015) ,"Meeting in the Middle: Social Influence Effects on the Compromise Effect ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 302-307.