The Moderating Effects of Option Entry Timing on Attraction and Compromise Effects

This paper examines the moderating effects of the timing of entry of a third option on attraction and compromise effects. Results show that later entry of a decoy into the choice set eliminates the attraction effect. In contrast, the compromise effect is not affected by the timing of entry of an extreme option.



Citation:

Wen Mao and Harmen Oppewal (2011) ,"The Moderating Effects of Option Entry Timing on Attraction and Compromise Effects", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Wen Mao, Southwestern University of Finance and Economics, CHINA
Harmen Oppewal, Monash University. AUSTRALIA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



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