When Two Is Better Than One: Polarization and Compromise in Unrestricted Choice

When faced with decision conflict, consumers often choose compromise options. However, we show that this occurs when purchase quantity is restricted to a single option, whereas, when purchase quantity is not restricted, consumers may opt to resolve decision conflict by choosing multiple extreme options.



Citation:

Andrea Bonezzi, Alexander Chernev, and Aaron Brough (2012) ,"When Two Is Better Than One: Polarization and Compromise in Unrestricted Choice", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 266-270.

Authors

Andrea Bonezzi, New York University, USA
Alexander Chernev, Northwestern University, USA
Aaron Brough, Pepperdine University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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