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.


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.


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


E - European Advances in Consumer Research Volume 11 | 2018

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