CONSUMER DECISION-MAKING IN THE PRESENCE OF A COMPROMISE ALTERNATIVE: LIMITS AND MODERATORS
CONSUMER DECISION-MAKING IN THE PRESENCE OF A COMPROMISE ALTERNATIVE: LIMITS AND MODERATORS

Summary/Abstract: The compromise effect is reported to occur when an alternative described by certain attributes and characteristics is more preferred by consumers when it is introduced into a choice set as a middle-option rather than an extreme alternative. Using the compromise strategy in their decision-making helps consumers to lower the uncertainty and risks that every decision brings and minimize possible losses. While this effect is believed to be robust and was explored in different areas beside consumer research and marketing, there are still numerous factors that might moderate or fully diminish the compromise effect. Firms designing their product lines or product offers in a way that would support the compromise effect should be aware of existence of these factors. The goal of this paper is to indicate the factors, which might influence the strength of the effect. The paper categorizes the factors depending on two aspects: whether they influence the decision-making process or not and whether the factor is connected to the consumers’ characteristics or the characteristics of the concrete decision-making. The paper employs the research method of literature analysis of previously published studies about the topic.

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