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

Abstract

Journal Article Contrast Effects in Consumer Judgments: Changes in Mental Representations or in the Anchoring of Rating Scales? Get access John G. Lynch, Jr., John G. Lynch, Jr. Search for other works by this author on: Oxford Academic PubMed Google Scholar Dipankar Chakravarti, Dipankar Chakravarti Search for other works by this author on: Oxford Academic PubMed Google Scholar Anusree Mitra Anusree Mitra Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 18, Issue 3, December 1991, Pages 284–297, https://doi.org/10.1086/209260 Published: 01 December 1991 Article history Received: 01 January 1988 Revision received: 01 March 1991 Published: 01 December 1991