Choice Based on Reasons: The Case of Attraction and Compromise Effects

  title={Choice Based on Reasons: The Case of Attraction and Compromise Effects},
  author={I. Simonson},
  journal={Journal of Consumer Research},
  • I. Simonson
  • Published 1989
  • Economics
  • Journal of Consumer Research
  • 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… CONTINUE READING

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