The Compromise Effect in Choosing for Others

Most research into the compromise effect focuses on cognitive factors related to choosing for oneself. However, there are daily opportunities to make choices for others, from helping friends to buy merchandise to choosing souvenirs for relatives. Although it is a common practice, choosing for others is rarely discussed in the literature. Hence, this research is directed to determine whether (i) the compromise effect is greater for people choosing for others with whom one has a distant relationship compared to choosing for themselves, (ii) the decision maker's susceptibility to interpersonal relationships, accountability, and anticipated regret moderate the relationship between choosing for others versus choosing for themselves and the compromise effect, and (iii) the confidence of the decision maker mediates the relationship between deciding for others and the compromise effect. Five hypotheses are proposed and they are supported by the results from four experiments. Copyright (c) 2011 John Wiley & Sons, Ltd.