Drivers and inhibitors of the compromise effect – a conceptual overview

Abstract

Purpose

This paper aims to review numerous known drivers and antecedents of compromise behavior, proposing a basic categorization of the various contributions. This is done with the goal to integrate drivers and antecedents, previously largely discussed in isolation of one another, into a single conceptual model. This sheds light on the issue of previously overstated or understated relevance of individual drivers. The picture is completed by the proposition of new potential drivers of the compromise effect like lay rationalism and approval motivation.

Design/methodology/approach

The paper takes a conceptual approach in reflecting on prior findings from the field of compromise effect research and adjacent fields to develop a number of propositions aggregated in a conceptual model.

Findings

A number of previously overlooked, but potentially highly relevant interaction effects among known drivers of the compromise effect are proposed along with the proposition of several new drivers.

Originality/value

This conceptual paper offers a novel, broadly applicable categorization of compromise effect research. Further, it seems to be the first paper dedicated to an extensive review of established drivers of the compromise effect to examine the interdependence and possible interaction effects and of those drivers. Additionally, completely new potentially relevant drivers are discussed in detail and integrated into a conceptual model.

Citation

Schliwa, V.A. and Ciornea, R. (2020), "Drivers and inhibitors of the compromise effect – a conceptual overview", Journal of Consumer Marketing, Vol. 37 No. 4, pp. 375-384. https://doi.org/10.1108/JCM-03-2018-2606