Time pressure and the compromise and attraction effects in choice

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

Research output: Contribution to journalArticlepeer-review

10 Scopus citations

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 languageEnglish
Pages (from-to)348-352
Number of pages5
JournalAdvances in Consumer Research
Volume35
StatePublished - 2008

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