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Title:Experimental evidence of context-dependent preferences in risk-free settings PDF Logo
Authors:Kroll, Eike Benjamin
Müller, Holger
Vogt, Bodo
Issue Date:2010
Series/Report no.:Working paper series in economics 12
Abstract: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 by previous research showing that behavioral anomalies found in hypothetical experimental settings tend to be significantly reduced when real payoff mechanisms are introduced. Therefore, to validate the compromise effect, an enhanced design is presented with participants making binding purchase decisions in the laboratory. We find that the compromise effect holds for real purchase decisions, and therefore is validated, and is not an artificial effect in surveys on hypothetical buying decisions. While conclusions and implications for marketing managers, derived in previous work assume that context effects hold for real market decisions, the results created by this enhanced design close this gap in the literature.
Subjects:decision-making
anomalies
irrelevant alternatives
context effects
JEL:D8
C9
Persistent Identifier of the first edition:urn:nbn:de:swb:90-206837
Document Type:Working Paper
Appears in Collections:Working Paper Series in Economics, Karlsruher Institut für Technologie (KIT)

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