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May 1, 1999Journal of Marketing Research278 citations

Emotional Trade-Off Difficulty and Choice

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MLMary Frances LuceDuke UniversityJPJohn W. PayneDuke UniversityJBJames R. BettmanDuke University

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Abstract

In this article, the authors explore whether choice patterns are sensitive to the potential of relevant trade-offs to elicit negative emotion. Across three experiments, decision makers increasingly...

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Cite This Study

Luce et al. (1999) studied this question.

synapsesocial.com/papers/6a109928e1a472cb5efd335dhttps://doi.org/10.2307/3152089
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