When and how does decoy effect work? The roles of salience and risk aversion in the consumer decision-making process - researchr publication

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Sixuan Chen, Junhong Zhao, Huan Xu, Zhangxiang Zhu. When and how does decoy effect work? The roles of salience and risk aversion in the consumer decision-making process. Electronic Commerce Research and Applications, 63:101354, January 2024. [doi]

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