Griesoph, Amelie; Schreiner, Thomas F.; Melnyk, Valentyna; … - In: Marketing Letters 36 (2024) 3, pp. 465-479
contexts. This paper particularly examines the influence of altruistic product attributes on the compromise effect. Through …-offs involving altruistic attributes and that altruistic attributes change the compromise effect substantially. While the well …-established compromise effect, predicting a preference for middle options (compromises) over extreme options, holds for trade-offs between …