This study investigates context effects in general and the compromise effect in particular. It is argued that earlier research in this area lacks realism, a shortcoming that is a major drawback to research conclusions and stated management implications. The importance of this issue is stressed...

In experimentellen Studien werden Preis- und Kaufabfragen eines monadisch (isoliert) prä-sentierten Verbrauchsgutes in einem 2x2 faktoriellen Design auf hypothetischer Ebene reali-siert oder mit einer anreizkompatiblen Lotterie verknüpft. Zwecks Validierung erfolgte außer-dem ein reales...

In this paper, the preference reversal phenomenon known from risk research is investigated according to which subjects prefer gamble A over B in competitive decisions although they reveal higher valuations in terms of a cash equivalent (CE) or a willingness to pay (WTP) for the latter when...

Behavioral research revealed that product assortments can influence buyer preferences and affect purchase decisions between options of a product line. In this article, the compromise effect is investigated according to which the share of a product is expected to increase when it is in an...

Der an Idealpunkten orientierten Positionierung von Marken in der subjektiven Wahrnehmung der Konsumenten fällt im Zuge der zunehmenden Angebotshomogenität vieler Märkte eine enorme strategische Bedeutung zu. Anhand einer Fallstudie in Form identifizierter und Blind-Produkttests des...

Preisresponsefunktionen lassen sich häufig nur auf Basis von Informationen aus experimentellen Kaufsimulationen gewinnen. Die externe Validität derartiger Kaufsimulationsdaten ist erfahrungsgemäß eingeschränkt, was sich primär auf die grundsätzlich artifizielle Entscheidungssituation...

Pricing research suggests incentive compatible evaluations of separate products in so-called monadic designs when consumers' situation-specific WTP is to be elicited in a monopolistic purchase setting. In our study, the lottery-based BDM-mechanism is applied for measuring subjects' WTP for a...

Numerous researchers have investigated the compromise effect, according to which a middle option of a consideration set is assumed to be perceived more attractive by consumers, thus becoming more likely to be chosen than the extreme options. However, a closer examination of the experimental...

In an internal capital market, individual departments may compete for a share of the firm’s budget by engaging in wasteful influence activities. We show that firms with more levels of hierarchy may experience lower influence costs than less hierarchical firms, even though the former provide...