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.


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.


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


NA - Advances in Consumer Research Volume 35 | 2008

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