A Two-Factor Explanation of Assimilation and Contrast Effects

• 1 August 1993
• journal article
• Published by JSTOR in Journal of Marketing Research
• Vol. 30  (3) , 359
• https://doi.org/10.2307/3172887

Abstract

Keywords

• CONTRAST EFFECTS
• TWO FACTOR EXPLANATION
• ASSIMILATION AND CONTRAST
• EXPLANATION OF ASSIMILATION