Context effects and context maps for positioning

Minhi Hahn, Hyunmo Kang, Yong J. Hyun and Eugene Won

Context effects refer to changes in consumer preference and choice responses when a new alternative is added to a choice set.
  

Context effects and context maps for positioning

Minhi HahnKAIST Graduate School of Management

Eugene WonDongduk Women's University

Hyunmo KangKAIST Graduate School of Management

Yong J. HyunKAIST Graduate School of Management

INTRODUCTION

A scene...

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