How Tradeoff Elasticity Affects Consumer Choice

A number of seemingly distinct phenomena (e.g., variety seeking, licensing/balancing, compromise effect) fundamentally implicate the degree to which people are willing to make tradeoffs. We identify several variables that affect tradeoff elasticity, or willingness to make tradeoffs, which account for these phenomena in consumer choice.


Franklin Shaddy, Ayelet Fishbach, and Itamar Simonson (2016) ,"How Tradeoff Elasticity Affects Consumer Choice", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 98-102.


Franklin Shaddy, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA
Itamar Simonson, Stanford University, USA


NA - Advances in Consumer Research Volume 44 | 2016

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