Time Pressure and the Compromise and Attraction Effects in Choice

Chien‐Huang Lin · Ya Chung Sun · Shih Chieh Chuang · Hung‐Jen Su

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Decision-Making and Behavioral Economics Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Both the compromise effect and the attraction effect have demonstrated that deviation from preference among alternatives is independent of context. This study explores the effect of time pressure on the compromise and attraction effects, and demonstrates that the compromise effect is weaker and the attraction effect is stronger when consumers are under higher pressure to choose.

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References

1988Adaptive strategy selection in decision making.1989Choice Based on Reasons: The Case of Attraction and Compromise Effects 1992Choice in Context: Tradeoff Contrast and Extremeness Aversion 1993Context-Dependent Preferences 1992Choice under Conflict: The Dynamics of Deferred Decision 1997Consumer Preference for a No‐Choice Option 1974The harassed decision maker: Time pressures, distractions, and the use of evidence.1998Choosing to Avoid: Coping with Negatively Emotion‐Laden Consumer Decisions

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2021Consumers’ choices between products with different uniqueness duration 2019What you are confident of determines your choices in context: Confidence in yourself versus in your ability 2015A joint examination of effects of decision task type and construal level on the attraction effect 2020The Research Review and Prospect of Compromise Effect 2021IMPACT OF DEMOGRAPHIC FACTOR INCOME ON THE DECOY EFFECT for two examined products categories

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