Context effects and context maps for positioning

Context effects refer to changes in consumer preference and choice responses when a new alternative is added to a choice set.
  

Context effects and context maps for positioning

Minhi HahnKAIST Graduate School of Management

Eugene WonDongduk Women's University

Hyunmo KangKAIST Graduate School of Management

Yong J. HyunKAIST Graduate School of Management

INTRODUCTION

A scene is shown of two truck drivers competing to see who will arrive first at a building. The brands on the trucks are shown as FedEx and UPS. They arrive at the building almost at the same time. The drivers rush into the building only to find a DHL man coming out with a smile. This is a recent...

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