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...