Time Pressure and the Compromise and Attraction Effects in Choice

Both the compromise effect and the attraction effect have demonstrated that deviation from preference among alternatives is independent of context. This study explores the effect of time pressure on the compromise and attraction effects, and demonstrates that the compromise effect is weaker and the attraction effect is stronger when consumers are under higher pressure to choose.



Citation:

Chien-Huang Lin, Ya-Chung Sun, Shih-Chieh Chuang, and Hung-Jen Su (2008) ,"Time Pressure and the Compromise and Attraction Effects in Choice", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 348-352.

Authors

Chien-Huang Lin, National Central University, Taiwan
Ya-Chung Sun, Vanung University, Taiwan
Shih-Chieh Chuang, National Chung Cheng University, Taiwan
Hung-Jen Su, National Chung Cheng University, Taiwan



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Hindsight Value: Failed Transactions Inform Willingness to Pay

Masha Ksendzova, Boston University, USA
Carey K. Morewedge, Boston University, USA
Dan Ariely, Duke University, USA

Read More

Featured

The “Break-in” Effect: A Token Gesture Can Increase Task Initiation and Prevent Goal Abandonment

Adelle Xue Yang, National University of Singapore, Singapore
Babu Gounder, University of Miami, USA
Rajesh Bagchi, Virginia Tech, USA

Read More

Featured

Emotional Volatility and Cultural Success

Jonah Berger, University of Pennsylvania, USA
Yoon Duk Kim, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA

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.