Krider, Robert E.; Raghubir, Priya; Krishna, Aradhna - In: Marketing Science 20 (2001) 4, pp. 405-425
Many product categories, from pizzas to real estate, present buyers with purchase decisions involving complex area judgments. Does a square look larger or smaller than a circle? How much smaller does a circle of 8-inch diameter look when compared to one with a 10-inch diameter? In this paper, we...