Do real payments really matter? A re-examination of the compromise effect in hypothetical and binding choice settings
experienced consumers, unforced choices between real brands; effect present in both frames and weaker once real payments make the choices binding.
experienced consumers, unforced choices between real brands; effect present in both frames and weaker once real payments make the choices binding.
Written from the abstract read 2026-10-16.
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Müller, H., Kroll, E. B., & Vogt, B. (2012). Do real payments really matter? A re-examination of the compromise effect in hypothetical and binding choice settings. Marketing Letters, 23(1), 73-92. doi:10.1007/s11002-011-9137-2.