Trade-off aversion as an explanation for the attraction effect: A functional magnetic resonance imaging study

Journal of Marketing Research

Volumn 46, Issue 1, 2009, Pages 1-13

  Hedgcock, William ^a   Rao, Akshay R ^b  

^a UNIVERSITY OF IOWA   (United States)

^b UNIVERSITY OF MINNESOTA   (United States)

Author keywords

Attraction effect; Cognitive neuroscience; Decoy effect; fMRI; Trade off aversion

Indexed keywords

EID: 60349115553     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.46.1.1     Document Type: Article

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