Choice based on reasons: the case of attraction and compromise effects
372 students at three universities in Study 1; compromise sets for televisions, apartments, calculator batteries, calculators and mouthwash; 9 of 11 compromise tests significant; Study 2 found that choosing a compromise is seen as safer but is not perceived as easier to justify.
372 students at three universities in Study 1; compromise sets for televisions, apartments, calculator batteries, calculators and mouthwash; 9 of 11 compromise tests significant; Study 2 found that choosing a compromise is seen as safer but is not perceived as easier to justify.
Written from the full text read 2026-10-16.
What our sources record
Recorded when this source was checked, figures included, with page references and quotation marks removed.
Simonson, I. (1989). Choice based on reasons: the case of attraction and compromise effects. Journal of Consumer Research, 16(2), 158-174. doi:10.1086/209205.