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| Author: | Carmon, Z. Ariely, D. |
| Title: | Focusing on the forgone: how value can appear so different to buyers and sellers |
| Journal: | Journal of Consumer Research
2000 : DEC, VOL. 27:3, p. 360-370 |
| Index terms: | BUYING PRICES SELLING VALUATION |
| Language: | eng |
| Abstract: | The authors propose that buying- and selling-price estimates reflect a focus on what the consumer forgoes in the potential exchange and that this notion offers insight into the well-known difference between those two types of value assessment. Buyers and sellers differ not simply in their valuation of the same item but also in how they assess the value. |
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