Which is the compromise option? Information format and task format as determinants

Information format-option characteristic

Information format-option characteristics compatibility and the compromise effect

✍ Chung-Chau Chang; Hsin-Hsien Liu 📂 Article 📅 2008 🏛 John Wiley and Sons 🌐 English ⚖ 170 KB

## Abstract When consumers make a decision under preference uncertainty, they often select the compromise choice. Since the compromise effect of the middle option stems from the relational properties of the choice alternatives, an information format compatible with their characteristics makes the m