Gamliel, Eyal; Herstein, Ram; Luís Abrantes, José; … - In: EuroMed Journal of Business 8 (2013) 2, pp. 117-133
Purpose – Consumers frequently find themselves having to choose between various product brands that differ in price and quality. The purpose of this paper is to examine several possible factors that may affect this choice: message framing of the choice as either gain or loss of money or...