Focusing on the Forgone: How Value Can Appear So Different to Buyers and Sellers
- 1 December 2000
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 27 (3), 360-370
- https://doi.org/10.1086/317590
Abstract
We propose that buying- and selling-price estimates reflect a focus on what the consumer forgoes in the potential exchange and that this notion offerKeywords
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