The Role of Direction of Comparison, Attribute‐Based Processing, and Attitude‐Based Processing in Consumer Preference

Journal Article The Role of Direction of Comparison, Attribute-Based Processing, and Attitude-Based Processing in Consumer Preference Get access Susan Powell Mantel, Susan Powell Mantel Search for other works by this author on: Oxford Academic PubMed Google Scholar Frank R. Kardes Frank R. Kardes Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 25, Issue 4, March 1999, Pages 335–352, https://doi.org/10.1086/209543 Published: 01 March 1999