The Middle Option Bias: Is the Compromise Effect Driven By a Response Order Effect
Studies of compromise effect typically confound an option's serial position with its position in attribute space (i.e. the "medium" priced option is presented second). When these two effects are separated, we find that occupancy of the middle position is often more important than possession of average attribute values.
Citation:
Daniel Mochon and Shane Frederick (2011) ,"The Middle Option Bias: Is the Compromise Effect Driven By a Response Order Effect", 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.
Authors
Daniel Mochon , Yale University, USA
Shane Frederick, Yale University, USA
Volume
NA - Advances in Consumer Research Volume 38 | 2011
Share Proceeding
Featured papers
See MoreFeatured
R1. How Consumers Deal With Brand Failure-An Individual Differences Approach
Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University
Featured
O1. Choice, Rejection, and Context Effects
Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education
Featured
When Novices have more Influence than Experts: Empirical Evidence from Online Peer Reviews
Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
Xi Li, City University of Hong Kong
June Cotte, Ivey Business School