Working Paper | HBS Working Paper Series | 2007

Extremeness Seeking: When and Why Consumers Prefer the Extremes

by John T. Gourville and Dilip Soman

Citation:

Gourville, John T., and Dilip Soman. "Extremeness Seeking: When and Why Consumers Prefer the Extremes." Harvard Business School Working Paper, No. 07-092, May 2007.