Trade-Off Aversion as an Explanation for the Attraction Effect : A Functional Magnetic Resonance Imaging Study

@inproceedings{Hedgcock2009TradeOffAA,
  title={Trade-Off Aversion as an Explanation for the Attraction Effect : A Functional Magnetic Resonance Imaging Study},
  author={William H. Hedgcock and Henry B Tip and Terry L. Childers and Shawn Curley and Deborah Roedder John and Hilke Plassmann and Kathleen D. Vohs and Bob Wyer and Rami Zwick and A. Ramakrishna Rao},
  year={2009}
}
Vol. XLVI (February 2009), 1–13 1 © 2009, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *William Hedgcock is Assistant Professor of Marketing, Henry B. Tippie College of Business, University of Iowa (e-mail: William-hedgcock@ uiowa.edu). Akshay R. Rao holds the General Mills Chair in Marketing and Director of the Institute for Research in Marketing, Department of Marketing & Logistics Management, Carlson School of Management, University of Minnesota (e-mail… CONTINUE READING
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