Media type: E-Article Title: Making Complementary Choices in Consumption Episodes: Highlighting versus Balancing Contributor: Dhar, Ravi; Simonson, Itamar Published: JSTOR, 1999 Published in: Journal of Marketing Research, 36 (1999) 1, Seite 29 Language: Not determined DOI: 10.2307/3151913 ISSN: 0022-2437 Origination: Footnote: