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| Literature Review on Mechanism of Product Feature Comparison in Comprehensive Framework |
| SUN Hong-Jie, ZHOU Ting-Rui |
| 1. Southwest Jiaotong University, Chengdu, China; 2. Chongqing Technology and Business University, Chongqing, China; 3. Renmin University of China, Beijing, China |
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Abstract Making comparisons to the product features is an fundamental psychological process in consumer choice, and researchers have found many effects on the mechanism about it. This paper decomposes the process of comparison with product features, constructs a new framework of product features with information choice, contrast and information inferring, and summarizes the effects in every process of the comparison.
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Received: 19 March 2010
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2011, Vol. 8 
