The compromise effect is increased under what condition?
A)Having to justify the decision to someone else
B)Buying a gift for a friend
C)When the consideration set is less than 3 brands
D)When involvement is high
E)Buying a product for oneself

Question

Quizplus · Accepted Answer

The compromise effect, which describes the tendency of consumers to choose the middle option when presented with three choices, is increased when the decision has to be justified to someone else. This is because people want to demonstrate that they have considered different options and made a rational choice.

The Compromise Effect Is Increased Under What Condition