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    Article

    Attribute ratings and their impact on attraction and compromise effects

    Consumers often face uncertainty in decision-making while assessing options presented as attribute-bundles as they are unable to assess their utility. This confusion is exacerbated by the presence of a “decoy,...

    Pronobesh Banerjee, Krishanu Rakshit, Sanjay Mishra, Tamara Masters in Marketing Letters (2024)

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    Chapter

    Repulsion Effect: An Eye-Tracking Study

    Past research shows that with the introduction of a decoy to a set consisting of target and a competitor and dominated by the target and not the competitor leads to the increase in the choice share of the targ...

    Pronobesh Banerjee, Promothesh Chatterjee… in Managing Disruptions in Business (2022)