Consumers are more likely to choose a higher-priced item when it's correlated with messages that emphasize an increase in the product's positive attributes—rather than a reduction in its negative ones ...

Consumers are more likely to choose a higher-priced item when it’s correlated with messages that emphasize an increase in the product’s positive attributes — rather than a reduction in negative ones.

PULLMAN, Wash. -- Consumers are more likely to choose a higher-priced item when it’s correlated with messages that emphasize an increase in the product’s positive attributes—rather than a reduction in ...