01155nas a2200133   4500008004100000022002300041245007500064210006900139300001400208490000700222520073100229100002100960856004000981       1989                        eng d  a00935301, 1537527700aChoice Based on Reasons: The Case of Attraction and Compromise Effects0 aChoice Based on Reasons The Case of Attraction and Compromise Ef  a158–1740 v163 a<p>Building on previous research, this article proposes that choice behavior under preference uncertainty may be easier to explain by assuming that consumers select the alternative supported by the best reasons. This approach provides an explanation for the so-called attraction effect and leads to the prediction of a compromise effect. Consistent with the hypotheses, the results indicate that (1) brands tend to gain share when they become compromise alternatives in a choice set; (2) attraction and compromise effects tend to be stronger among subjects who expect to justify their decisions to others; and (3) selections of dominating and compromise brands are associated with more elaborate and difficult decisions.</p>
1 aSimonson, Itamar  uhttp://www.jstor.org/stable/2489315