To Be or Not to Be Price Consciousβa Seg
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Holger MΓΌller; Bodo Vogt; Eike B. Kroll
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Article
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2012
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John Wiley and Sons
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English
β 504 KB
## ABSTRACT Numerous researchers have investigated the compromise effect, according to which a middle option of a consideration set is assumed to be perceived more attractive by consumers, thus becoming more likely to be chosen than the extreme options. However, a closer examination of the experime