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December 1, 1991Journal of Consumer Research

Contrast Effects in Consumer Judgments: Changes in Mental Representations or in the Anchoring of Rating Scales?

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Authors

JLJohn LynchHofstra UniversityDCDipankar ChakravartiVirginia TechAMAnusree MitraAmerican University

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Cite This Study

Lynch et al. (1991) studied this question.

synapsesocial.com/papers/6a0ea83706ecbe833447aa37https://doi.org/10.1086/209260
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