Extending compromise effect models to complex buying situations and other context effects

Building on the work of Dhar, Menon, and Maach (2004), this commentary describes how the compromise effect models developed in the work of Kivetz, Netzer, and Srinivasan (2004) can be extended to predict complex (business-to-business) purchase decisions and additional behavioral context effects. The authors clarify their general modeling approach and outline how it applies to choices among solutions (augmented products) and group decision making. They then hypothesize about the influence of business-to-business and technology markets on various context effects (e.g., compromise and asymmetric dominance). They show how the models incorporate various context effects and discuss ideas for further research.