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...

List of illustrations -- List of abbreviations -- Foreword -- Preface -- Introduction to customer engagement -- Metrics for engaging customers -- Brand: "Is that what you think of me?" -- Valuing customer contributions : the future looks green! -- Linking brand value to customer value --...