Hamilton, Ryan; Hong, Jiewen; Chernev, Alexander - In: Journal of Consumer Research 34 (2007) 2, pp. 187-199
This article examines consumer choice as a function of the perceptual similarity of the options in the decision set. In particular, we examine a scenario in which a set of options is extended by adding alternatives that change its perceptual characteristics, increasing the salience of one of the...
