15. EVERYTHING IS RELATIVE... How much would you pay for 1 h of sitting (more) comfortably? Or 4h 50m of sitting (more) comfortably?
16. EVERYTHING IS RELATIVE... 2 nd class: £164.10 Business: £325.10 Second: £108.30 First: £229.90 How much would you pay for 1 h of sitting (more) comfortably? Or 4h 50m of sitting (more) comfortably? London to Edinburgh, return In each case, double the basic price: comparison in action
17. SO RANGE OF OPTIONS IS CRUCIAL Sharpe, K. M., Staelin, R., & Huber, J. (2008). Using extremeness aversion to fight obesity: Policy implications of context dependent demand. Journal of Consumer Research, 35, 406-422.