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Attribute Conflict in Consumer Decision Making: The Role of Task Compatibility

Nagpal, Anish; Krishnamurthy, Parthasarathy - In: Journal of Consumer Research 34 (2008) 5, pp. 696-705

Past research holds that a decision between two unattractive alternatives is more difficult than one between two attractive alternatives. We argue that this conclusion may rest on the the task of "choosing" adopted in the past research. A task of choosing requires an attractiveness judgment that...

Persistent link: https://www.econbiz.de/10005834739