The Effect of Common and Unique Features in Consumer Choice
- 1 December 1996
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 23 (3) , 193-203
- https://doi.org/10.1086/209477
Abstract
Consumer choice often involves a comparison among the available alternatives. Recent research finds that features shared by alternatives are canceledKeywords
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