The Ease-of-Computation Effect: The Interplay of Metacognitive Experiences and Naive Theories in Judgments of Price Differences
نویسنده
چکیده
Vol. XLVI (February 2009), 81–91 81 © 2009, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Manoj Thomas is Assistant Professor of Marketing, S.C. Johnson Graduate School of Management, Cornell University (e-mail: mkt27@ johnson.cornell.edu). Vicki G. Morwitz is Research Professor of Marketing, Stern School of Business, New York University (e-mail: vmorwitz@ stern.nyu.edu). This article is based on the first author’s doctoral dissertation, which was completed under the direction of the second author. The authors gratefully acknowledge helpful comments from Geeta Menon (cochair), Amitav Chakravarti, Sucharita Chandran, Tom Meyvis, Yaacov Trope, and Russ Winer. Chris Janiszewski served as associate editor for this article. MANOJ THOMAS and VICKI G. MORWITZ*
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