Assimilation and Contrast: Comparison Processes in Judgments and Evaluations



Citation:

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 .

Authors

Xianchi Dai, University of Chicago, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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