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Miniature of Cost Conscious? The Neural and Behavioral Impact of Price Primacy on Decision Making

Cost Conscious? The Neural and Behavioral Impact of Price Primacy on Decision Making

GSB Authors: Baba Shiv
Date: 2019-03-01
Publication Type: Articles
Publication: Journal of Marketing Research

Miniature of Prominence Versus Dominance: How Relationships Between Alternatives Drive Decision Strategy and Choice

Prominence Versus Dominance: How Relationships Between Alternatives Drive Decision Strategy and Choice

GSB Authors: Jonathan Levav
Date: 2013-12-01
Publication Type: Articles
Publication: Journal of Marketing Research

Miniature of Eternal Quest for the Best: Sequential (Vs. Simultaneous) Option Presentation Undermines Choice Commitment

Eternal Quest for the Best: Sequential (Vs. Simultaneous) Option Presentation Undermines Choice Commitment

GSB Authors: Baba Shiv
Date: 2012-10-30
Publication Type: Articles
Publication: Journal of Consumer Research