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| Author: | Moran, S. Meyer, J. |
| Title: | Using context effects to increase a leader's advantage: what set of alternatives should be included in the comparison set? |
| Journal: | International Journal of Research in Marketing
2006 : VOL. 23:2, p.141-154 |
| Index terms: | marketing research brands |
| Language: | eng |
| Abstract: | Based on behavioural decision-making literature, this paper suggests that including specific alternatives on comparison sets may increase the perceived relative advantage of dominant brands. The findings suggest that dominating brands may benefit from adding asymmetrically dominated brands. Introducing such brands resulted in participants perceiving the dominating brands as having a greater relative advantage and a higher justified price. |
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