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.


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.


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


NA - Advances in Consumer Research Volume 45 | 2017

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