Sun, Jin; Keh, Hean Tat; Lee, Angela Y. - In: Journal of Consumer Research 39 (2012) 4, pp. 831-831
Prior research suggests that consumers make trade-offs between two products by focusing more on alignable differences (i.e., the values of the options on the same attributes are different) than on nonalignable differences (i.e., the options have different attributes). The present research...