The Role of Direction of Comparison, Attribute‐Based Processing, and Attitude‐Based Processing in Consumer Preference
- 1 March 1999
- journal article
- research article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 25 (4) , 335-352
- https://doi.org/10.1086/209543
Abstract
Preference formation involves comparing brands on specific attributes (attribute-based processing) or in terms of overall evaluations (attitude-basedThis publication has 4 references indexed in Scilit:
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