Journal Article

When More May be Less: Regulatory Focus and Responses to Maximal and Minimal Comparative Frames

Journal of Consumer Research
Author(s)

ShailendraPratap Jain

Nidhi Agrawal

Durairaj Maheswaran

Date Published: 2006
Citations: Jain, ShailendraPratap, Nidhi Agrawal, Durairaj Maheswaran. 2006. When More May be Less: Regulatory Focus and Responses to Maximal and Minimal Comparative Frames. Journal of Consumer Research. (1)91-98.