Publications
Publications
- 2007
- HBS Working Paper Series
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.