O11. Have Less, Compromise Less: How the Perception of Resource Scarcity Influences Compromise Decisions
The compromise effect has been shown to be robust, however the current research seeks to illuminate a circumstance under which it is less predictive by demonstrating that under the perception of resource scarcity, consumers are less susceptible to the compromise effect because of their proclivity for status-seeking and risky choices.
Kate Kooi and Caglar Irmak (2018) ,"O11. Have Less, Compromise Less: How the Perception of Resource Scarcity Influences Compromise Decisions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 914-914.
Kate Kooi, University of Miami, USA
Caglar Irmak, University of Miami, USA
NA - Advances in Consumer Research Volume 46 | 2018
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