The Compromise Effect in Post-Purchase Consumption Behavior

We investigate the compromise effect on post-purchase consumption. Field and lab experiments suggest the selection of an intermediate option in a choice set leads to an increase in number and value of (complementary) items purchased after the first. The higher difficulty related to such compromise decision seems mediating this effect.



Citation:

Veronica Valli, Florian Stahl, Elisa Montaguti, and Itamar Simonson (2018) ,"The Compromise Effect in Post-Purchase Consumption Behavior", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 289-289.

Authors

Veronica Valli, University of Mannheim, Germany
Florian Stahl, University of Mannheim, Germany
Elisa Montaguti, University of Bologna, Italy
Itamar Simonson, Stanford University, USA



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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