Journal Article

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

Journal of Consumer Research
Author(s)

Aaron Brough

Alexander Chernev

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.