Men and the Middle: Gender Differences in Dyadic Compromise Effects
Abstract
Individual decision makers show robust tendencies toward choosing compromise options. But what happens when consumers make choices with someone else? This article examines the choice of compromise options in joint dyadic decisions. Findings reveal that preferences for compromise alternatives replicate in mixed-gender and female-female dyads as among individuals but are attenuated when two males make a choice together. Moreover, when two males...
Paper Details
Title
Men and the Middle: Gender Differences in Dyadic Compromise Effects
Published Date
Aug 2, 2016
Journal
Volume
43
Issue
3
Pages
355 - 371
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Notes
History