01634nas a2200241   4500008004100000022001400041245004000055210003900095300001600134490000700150520096900157653002201126653002201148653001901170653001701189653001401206653002501220100002101245700002001266700002001286700001501306856007101321       2016                        eng d  a0148-296300aHow durable are compromise effects?0 aHow durable are compromise effects  a4056 - 40640 v693 a<p>The compromise effect, according to which consumers tend to prefer options positioned as a compromise in a given set of extreme options, ranks among the most prominent context effects in marketing research. Tying in with the recent debate on the robustness of the effect, this research shows that the effect is robust in terms of durable goods when using real branded products, including real payments, the possibility of a pre-choice evaluation, and no-buy options. The results of a comparative analysis based on previous studies&#39; effect sizes suggest that, compared to decisions on fast-moving consumer goods (FMCG), the amount of cognitive effort spent on decisions regarding durables fosters the compromise effect. A second study supports this notion by showing that, regarding choices between durables, the compromise effect diminishes under a serotonin-deficiency-induced cognitive impairment, but its decrease is not as pronounced as with FMCG.</p>
10aCompromise effect10aConsumer durables10aContext effect10aReal payment10aSerotonin10aTryptophan depletion1 aLichters, Marcel1 aMüller, Holger1 aSarstedt, Marko1 aVogt, Bodo  uhttp://www.sciencedirect.com/science/article/pii/S0148296316300662