Narrow focusing: Why the relative position of a good in its category matters more than it should

Marketing Science

Volumn 24, Issue 2, 2005, Pages 194-205

  Leclerc, France ^a   Hsee, Christopher K ^a   Nunes, Joseph C ^b  

^a UNIVERSITY OF CHICAGO   (United States)

^b UNIVERSITY OF SOUTHERN CALIFORNIA   (United States)

Author keywords

Brand choice; Brand product management; Evaluability; Narrow focusing; Ranking effect

Indexed keywords

EID: 20444445183     PISSN: 07322399     EISSN: None     Source Type: Journal    
DOI: 10.1287/mksc.1040.0090     Document Type: Article

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