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.
| Original language | English |
|---|---|
| Pages (from-to) | 348-352 |
| Number of pages | 5 |
| Journal | Advances in Consumer Research |
| Volume | 35 |
| State | Published - 2008 |