When Opposites Detract: Categorical Reasoning and Subtractive Valuations of Product Combinations

Author(s)

Aaron Brough

Date Published: 2012

Citations: Brough, Aaron, Alexander Chernev. 2012. When Opposites Detract: Categorical Reasoning and Subtractive Valuations of Product Combinations. Journal of Consumer Research. 399-414.

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When Opposites Detract: Categorical Reasoning and Subtractive Valuations of Product Combinations

When Opposites Detract: Categorical Reasoning and Subtractive Valuations of Product Combinations

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