How to make a 29% increase look bigger: The unit effect in option comparisons

Journal of Consumer Research

Volumn 38, Issue 2, 2011, Pages 308-322

  Pandelaere, Mario ^a   Briers, Barbara ^b   Lembregts, Christophe ^a  

^a GHENT UNIVERSITY   (Belgium)

^b TILBURG UNIVERSITY   (Netherlands)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 79960437162     PISSN: 00935301     EISSN: None     Source Type: Journal    
DOI: 10.1086/659000     Document Type: Article

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