Conscious and nonconscious comparisons with price anchors: Effects on willingness to pay for related and unrelated products

Journal of Marketing Research

Volumn 48, Issue 2, 2011, Pages 355-365

  Adaval, Rashmi ^a   Wyer, Robert S ^b  

^a HONG KONG UNIVERSITY OF SCIENCE AND TECHNOLOGY   (Hong Kong)

^b CHINESE UNIVERSITY OF HONG KONG   (Hong Kong)

Author keywords

Anchoring and adjustment; Automaticity; Context effects; Pricing; Selective accessibility

Indexed keywords

EID: 79955383571     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.48.2.355     Document Type: Article

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