Forgo or Go for One? The Unavailable Effect in Non-comparable Choice Sets
This research aimed to explore how consumers’ purchase behavior varies when they are faced with unavailable options in a non-comparable choice set. We investigated the unavailable effect based on goal-related mindsets theory and found that consumers with an activated which-to-buy mindset show higher...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2019-06-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/article/10.3389/fpsyg.2019.01257/full |