Reversal of the Compromise Effect: the Case of Negative Goods

We demonstrate that compromise effect may be one manifestation of the more overarching hedonic maximization principle, first put forth by Thaler (1985). Accordingly, we find a reversal for the effect in negative domains, where middle options (i.e., segregated losses) provide higher disutility to consumers than extreme options (i.e., integrated losses).



Citation:

Nükhet Agar and Baler Bilgin (2015) ,"Reversal of the Compromise Effect: the Case of Negative Goods", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 775-775.

Authors

Nükhet Agar, Koc University, Turkey
Baler Bilgin, Koc University, Turkey



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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