Alternative Models for Capturing the Compromise Effect

Vol. XLI (August 2004), 237–257 237 *Ran Kivetz is Sidney Taurel Associate Professor of Business (e-mail: [email protected]), and Oded Netzer is Assistant Professor of Marketing (e-mail: [email protected]), Graduate School of Business, Columbia University. V. “Seenu” Srinivasan is Adams Distinguished Professor of Management, Graduate School of Business, Stanford University (e-mail: [email protected]). The authors are grateful for helpful comments and suggestions received from Professor Donald R. Lehmann, participants in the Stanford Business School Marketing Seminar Series, and the anonymous JMR reviewers. RAN KIVETZ, ODED NETZER, and V. SRINIVASAN*