The Middle Option Bias: Is the Compromise Effect Driven By a Response Order Effect

Daniel Mochon , Yale University, USA
Shane Frederick, Yale University, USA
Studies of compromise effect typically confound an option's serial position with its position in attribute space (i.e. the "medium" priced option is presented second). When these two effects are separated, we find that occupancy of the middle position is often more important than possession of average attribute values.
[ to cite ]:
Daniel Mochon and Shane Frederick (2011) ,"The Middle Option Bias: Is the Compromise Effect Driven By a Response Order Effect", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.