Scales
Attitude Toward the Ad (Transformative)
The Attitude Toward the Ad (Transformative) scale, developed by Christopher P. Puto and William D....
# Christopher Puto
3 results
Experiments
Payne, and Christopher Puto The Compromise Effect Experiment – Itamar Simonson
A comprehensive academic analysis of the compromise effect and context-dependent choice paradigms established by Itamar...
September 12, 2026
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Dr. Mohammed Looti
Theories
Decoy Effect (Asymmetric Dominance) – Joel Huber, John Payne, & Christopher Puto
A comprehensive academic analysis of the decoy effect and asymmetric dominance, rooted in the seminal...
September 5, 2026
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Dr. Mohammed Looti