Eternal Quest for the Best: Sequential (vs. Simultaneous) Option Presentation Undermines Choice Commitment
Year of publication: |
2013
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Authors: | Mogilner, Cassie ; Shiv, Baba ; Iyengar, Sheena S |
Published in: |
Journal of consumer research : JCR ; an interdisciplinary bimonthly. - Chicago, Ill : Univ. of Chicago Press, ISSN 0093-5301, ZDB-ID 1886861. - Vol. 39.2013, 6, p. 1300-1312
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