Comparing apples to apples or apples to oranges : the role of mental representation in choice difficulty
Year of publication: |
2013
|
---|---|
Authors: | Cho, Eunice Kim ; Khan, Uzma ; Dhar, Ravi |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 50.2013, 4, p. 505-516
|
Subject: | choice difficulty | mental representation | choice satisfaction | mindsets | construal | choice comparability |
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