Hsee, Christopher K.; Yang, Yang; Gu, Yangjie; Chen, Jie - In: Journal of Consumer Research 35 (2009) 6, pp. 952-966
We offer a framework about when and how specifications (e.g., megapixels of a camera and number of air bags in a massage chair) influence consumer preferences and report five studies that test the framework. Studies 1-3 show that even when consumers can directly experience the relevant products...
