What drives preference for the compromise option? Disentangling position‐based versus attribute‐based effects

The compromise effect exists where consumers show a disproportional preference for the option with intermediate attribute levels in choice set. has been widely observed literature. Other research demonstrated benefits of product physically occupying middle position, regardless relative levels. Both streams thus that consumers' preferences are influenced by display format set, accruing to option. This demonstrates comprises both an attribute-based and position-based component disentangling these two effects. We demonstrate coexistence components series five experiments, including field experiment, systematically vary option's position based on terms position. Existing literature only limited extent accounts this possibility, even though it significant theoretical practical relevance. While brands largely determine levels, marketers/retailers can often brand's also establish moderating role time pressure find becomes more prominent when is constrained while unconstrained.