Uncovering the Coexistence of Assimilation and Contrast Effects in Hedonic Sequences

Abstract

Most judgments consumers make are parts of sequences and hence unlikely to be free of context effects. Assimilation (contrast) refers to a positive (negative) relationship between the value people place on the context and the value they place on the target stimulus. A general presupposition for much of the work on assimilation and contrast is that one or… (More)

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