Kivetz, Ran; Netzer, Oded; Srinivasan, V. "Seenu" - Graduate School of Business, Stanford University - 2003
The compromise effect denotes the finding that brands gain share when they become the intermediate rather than an extreme option in a choice set (Simonson 1989). Despite the robustness and importance of this phenomenon, choice modelers have neglected to incorporate the compromise effect within...
