Consumers often make decisions based on the extremeness of choice alternatives. Prior research has argued that extremeness aversion is a function of the relational properties of choice alternatives and that the middle option, defined such that its attribute values are between the values of the...

"The 16th edition of Marketing Management builds on the classic examples, core concepts, and logical structure that made the first edition a landmark text. Much has changed since the 15th edition was published. Ongoing globalization; the increasing role of corporate social responsibility;...