The psychological underpinnings of relative thinking in price comparisons
Saini and Thota, Journal of Consumer Psychology 20(2), 2010, 185-192. Relative thinking is strengthened by high cognitive load, affect-rich products and a preference for intuitive decision making.
Saini and Thota, Journal of Consumer Psychology 20(2), 2010, 185-192. Relative thinking is strengthened by high cognitive load, affect-rich products and a preference for intuitive decision making.
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Saini, R., & Thota, S. C. (2010). The psychological underpinnings of relative thinking in price comparisons. Journal of Consumer Psychology, 20(2), 185-192. doi:10.1016/j.jcps.2010.02.003 https://doi.org/10.1016/j.jcps.2010.02.003