Radka Kubalová – Silesian University in Opava, School of Business Administration in Karvina, Univerzitní náměstí 1934/3,
733 40 Karviná, Czechia

DOI: https://doi.org/10.31410/EMAN.S.P.2021.93

5th International Scientific Conference – EMAN 2021 – Economics and Management: How to Cope With Disrupted Times, Online/Virtual, March 18, 2021, SELECTED PAPERS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-44-8, ISSN 2683-4510


This paper explores the impact of adding a compromise alternative into the choice set taking
into account the previous findings in the literature. The paper takes a meta-analytical approach when
examining the results of previously published peer-reviewed studies which included specific product
categories in their study design. The literature selection process generated 69 choice set comparisons
across 8 scientific studies including over 14 000 individual observations which allow examining the
compromise effect in a broader view.


Compromise, Consumer, Context Effect, Decision-making.


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of Context Effects in Choice. Journal of Consumer Psychology, 9(4), 189-200.
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Customer Needs and Solutions, 5, 3–14.

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