Article : texte imprimé

Ambiguity aversion and the preference for established brands

A. V. Muthukrishnan, Auteur ; Luc Wathieu, Auteur ; Alison Jing Xu, Auteur |

Dans Management science (Vol. 55 N° 12, Décembre 2009)

We propose that ambiguity aversion, as introduced in the literature on decision making under uncertainty, drives a preference for established brands in multiattribute choices among branded alternatives. Established brands are those for which bel[...]

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