Choice in context: tradeoff contrast and extremeness aversion

Simonson (1992) · Journal of Marketing Research · Read the paper

Minolta X-370 at $169.99 and Maxxum 3000i at $239.99, n = 106, 50 and 50 per cent; with Maxxum 7000i at $469.99, n = 115, 22, 57 and 21 per cent.

Minolta X-370 at $169.99 and Maxxum 3000i at $239.99, n = 106, 50 and 50 per cent; with Maxxum 7000i at $469.99, n = 115, 22, 57 and 21 per cent.

Written from the full text read 2026-10-16.

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Simonson, I., & Tversky, A. (1992). Choice in context: tradeoff contrast and extremeness aversion. Journal of Marketing Research, 29(3), 281-295. doi:10.1177/002224379202900301.