The Intermediate Alternative Effect: Considering a Small Tradeoff Increases Subsequent Willingness to Make Large Tradeoffs

Reluctance to part with one’s endowment can leave people in suboptimal states that they would not have freely chosen. We demonstrate that considering making a small tradeoff can reduce the reluctance to subsequently make a large tradeoff. This “intermediate alternative effect” operates by weakening and shifting one’s reference point.



Citation:

Gabriele Paolacci , Katherine Burson , and Scott Rick (2011) ,"The Intermediate Alternative Effect: Considering a Small Tradeoff Increases Subsequent Willingness to Make Large Tradeoffs", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 143-144.

Authors

Gabriele Paolacci , Ca’ Foscari University of Venice, Italy
Katherine Burson , University of Michigan, USA
Scott Rick , University of Michigan, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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