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.
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: .
Wen Mao, Southwestern University of Finance and Economics, CHINA
Harmen Oppewal, Monash University. AUSTRALIA
AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011
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