@inbook{8600d8cf612340d5a2b964a1e0c9eccf,
title = "The Effects of Consumers{\textquoteright} Subjective Knowledge on Evaluative Extremity and Product Differentiation",
abstract = "Evaluating and differentiating among product alternatives are fundamental to making an optimal choice (Hoegg and Alba, 2007). To identify the best option out of a choice set, consumers need to tell the differences among available alternatives, setting them apart to an extent that a favorite emerges (Brownstein, 2003; Svenson, 1992). In particular, brand choice often requires identification of the best quality option, or at least ruling out options that are poorer in quality than others.",
author = "Andy WONG",
note = "copyright: {\textcopyright} 2013 Springer Fachmedien Wiesbaden",
year = "2013",
month = may,
day = "31",
doi = "10.1007/978-3-658-02365-2_30",
language = "English",
isbn = "9783658023645",
series = "European Advertising Academy",
publisher = "Springer Gabler Wiesbaden",
pages = "391--407",
editor = "Sara Rosengren and Shintaro Okazaki and Micael Dahl{\'e}n",
booktitle = "Advances in Advertising Research (Vol. IV)",
edition = "1",
}