Su, Yin; Rao, Li-Lin; Li, Xingshan; Wang, Yong; Li, Shu - In: Journal of Economic Psychology 33 (2012) 6, pp. 1043-1058
Although previous studies of consumer choice have found that common features of alternatives are cancelled and that choices are based only on unique features, a recent study has suggested that common features are canceled only when they are irrelevant in regard to all unique features. The...
