Chuang, Shih-Chieh; Cheng, Yin-Hui; Hsu, Chun-Ting - In: Journal of Economic Psychology 33 (2012) 3, pp. 554-565
Context effect researchers who have examined the mechanism underlying the compromise effect suggest that justification is a critical factor leading people to select the compromise option, thus implying the importance of interpersonal influence on consumer choice. However, little research has...