The influence of Hedonic versus Utilitarian consumption goals on the compromise effect
This article reports the effects of hedonic versus utilitarian consumption goals on consumers' choices between middle and extreme options and the compromise effect. The authors formulate competing hypotheses regarding the role of different types of consumption goals on consumers' preferenc...
| Main Authors: | , |
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| Format: | Others |
| Published: |
Australia & New Zealand Marketing Academy (ANZMAC),
2014-02-18T02:47:18Z.
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| Subjects: | |
| Online Access: | Get fulltext |