Toward extending the compromise effect to complex buying contexts

Kivetz, Netzer, and Srinivasan (2004) make an important contribution to the theory of choice models by demonstrating through a rigorous analysis of four alternative models that the compromise effect systematically affects choice in a wide range of conditions. The value and impact of their work can be enhanced by extensions that examine key underlying institutional variables that may shape the nature and scope of compromise effects. The authors provide a set of issues that further research can effectively pursue in the context of institutional buying processes and the purchase of complex solutions rather than individual products.