Cheng, Yin-Hui; Chang, Shin-Shin; Chuang, Shih-Chieh; … - In: Judgment and Decision Making 7 (2012) 4, pp. 499-512
investigates the potential effects of purchase quantity on the compromise effect. We propose that the share of the middle option in … a trinary choice set decreases as the purchase quantity increases, because people tend to employ a balance heuristic to …