10-Q: the Compromise Effect in Post-Purchase Consumption Behavior: Evidences From Field Experiments.

This paper investigates the impact of the compromise effect (Simonson 1989) on post-purchase consumption. Results of a field experiment suggest that the selection of an intermediate option vs. an extreme one in a choice set leads to an increase in the number of (complementary) items purchased after the first choice.



Citation:

Veronica Valli, Florian Stahl, and Elisa Montaguti (2017) ,"10-Q: the Compromise Effect in Post-Purchase Consumption Behavior: Evidences From Field Experiments.", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1063-1063.

Authors

Veronica Valli, University of Mannheim, Germany
Florian Stahl, University of Mannheim, Germany
Elisa Montaguti, University of Bologna, Italy



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Influence of Visual Crowding and Space Between Products on Consumer Choice

Ana Scekic, HEC Paris, France
Selin Atalay, Frankfurt School of Finance and Management, Germany
Cathy Liu Yang, HEC Paris, France
Peter Ebbes, HEC Paris, France

Read More

Featured

In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior

Daniela Cristian, City University of London, UK
Bob Fennis, University of Groningen, The Netherlands
Luk Warlop, Norwegian School of Management, Norway

Read More

Featured

Enhancing Perceptions toward In-Home Artificial Intelligence Devices through Trust: Anthropomorphism and Non-Branded Device Messages

Seth Ketron, East Carolina University
Brian Taillon, East Carolina University
Christine Kowalczyk, East Carolina University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.