Prentice Hall / Hong Kong University of Science / Chinese University of Hong Kong / /
IndustryTerm
similar and different products / given product / target products / anchor products / target product / electronic product / particular products / context products / anchor product / particular product / electronic products / typical product / related and unrelated products / even electronic products / /
Organization
Department of Marketing / Chinese University of Hong Kong / Research Grants Council / Hong Kong University of Science & Technology / /
Person
Carolyn Yoon / Donald R. Lichtenstein / Richard E. Petty / Duane T. Wegener / Mary Wagner / Chris Janiszewski / Cheryl L. Macy / Fritz Strack / Richard D. Irwin / Rashmi Adaval / Brian T. Detweiler-Bedell / William O. Bearden / Thomas Mussweiler / Thomas Gilovich / Nicholas Gilovich / Kent B. Monroe / Robert S. Wyer Jr. / /
Position
Associate Professor of Marketing / designer / general / cross-category effect / associate editor for this article / Researcher / DVD player / a multivariate analysis / representative / Harper / DVD player / /
Product
relatively wide range of prices / /
PublishedMedium
Psychological Review / Journal of Consumer Research / Journal of Experimental Social Psychology / /
Rashmi adaval and RobeRt s. WyeR JR.* exposing consumers to extreme prices can influence the price they are willing to pay for both related and unrelated products. drawing on previous theories of anchoring and adjustment