The influence of hedonic and utilitarian purchase motivation on assortment size choice
The present research examines how hedonic and utilitarian purchase motivations influence consumers’ perceptions of their product preferences and the resulting number of options they wish to consider when making a purchase. Experimental study results show that consumers choose to review larger assort...
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| Language: | en_US |
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2018
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| Online Access: | https://hdl.handle.net/2144/30069 |