The Compromise Effect in Choosing For Others

Most research into the compromise effect focuses on cognitive factors related to choosing for oneself. However, there are daily opportunities to make choices for others, from helping friends to buy merchandise to choosing souvenirs for relatives. Although it is a common practice, choosing for others is little discussed in the literature. Hence, in this study, four experiments are conducted to determine whether (1) people choose the middle option more often when choosing for others compared to choosing for themselves, (2) people have more confidence choosing for others based on their own preferences rather than selecting the middle option under a low uncertainty condition, but make the opposite choice under a negative outcome condition, and (3) people highly susceptible to interpersonal influence make different choices depending on their level of intimacy with others.


Shih-Chieh Chuang, Yin-Hui Cheng, Ya-Chung Sun , and Sui-Min Wang (2011) ,"The Compromise Effect in Choosing For Others", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Shih-Chieh Chuang, National Chung Cheng University, Taiwan
Yin-Hui Cheng, National TaiChung University, Taiwan
Ya-Chung Sun , Vanung University, Taiwan
Sui-Min Wang, National Chung Cheng University, Taiwan


NA - Advances in Consumer Research Volume 38 | 2011

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