Achieving the Compromise Effect With Missing Attribute Information: Introducing Shadow Options

Addition of a third option (Z) to a binary choice set (XY) leads to a compromise effect increasing choice of Y in XYZ. In three studies it is shown that the same effect can be achieved when Z has a missing attribute (only one available attribute). Due to its missing attribute, Z may actually be better or worse than X and Y. While this shadow option is rarely chosen, its presence in the choice set changes the preferences between X and Y. This effect is achieved regardless of missing attribute type or attribute polarization and prompting participants to make inferences about the missing attributes further increases the effect.


Kunter Gunasti and William T. Ross, Jr. (2008) ,"Achieving the Compromise Effect With Missing Attribute Information: Introducing Shadow Options", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 748-749.


Kunter Gunasti, Pennsylvania State University
William T. Ross, Jr., Pennsylvania State University


NA - Advances in Consumer Research Volume 35 | 2008

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