Assimilation and Contrast: Comparison Processes in Judgments and Evaluations

Xianchi Dai, University of Chicago, USA
[ to cite ]:
Xianchi Dai (2010) ,"Assimilation and Contrast: Comparison Processes in Judgments and Evaluations", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 285-288 .