The Effect of the Focus of Comparison on Consumer Preferences

1 November 1992

journal article
Published by JSTOR in Journal of Marketing Research

Vol. 29 (4) , 430
https://doi.org/10.2307/3172709

Abstract

The authors propose that the attractiveness and choice probability of an alternative can be enhanced by making it the focus of a comparison (the focal option) w...

Keywords

CONSUMER PREFERENCES
CHOICE PROBABILITY
AUTHORS PROPOSE
FOCAL OPTION
FOCUS OF A COMPARISON
PREFERENCES THE AUTHORS

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