Brendl, C Miguel; Markman, Arthur B; Messner, Claude - In: Journal of Consumer Research 29 (2003) 4, pp. 463-73
It is commonly assumed that an object capable of satisfying a need will be perceived as subjectively more valuable as the need for it intensifies. For example, the more active the need to eat, the more valuable food will become. This outcome could be called a valuation effect. In this article,...