We examine how perceptions of a product are affected by the presence of extreme exemplars and find that ambiguity of the product is an important moderator. When the target is a novel one, perceptions assimilate to the context, whereas when it is highly familiar, perceptions are immune to the...

Prior research indicates that various methods for measuring attribute weights show only weak to moderate agreement in the weight assignments. However, there have been few theoretical bases explaining this divergence, and thus we have little knowledge of the conditions under which the weight...