Chang, En-Chung; Wen, Beixi; Tang, Xiaofei - In: European Journal of Marketing 55 (2021) 6, pp. 1624-1642
Purpose: This study aims to investigate the effect of winning-losing perception, including the winning or losing result and the closeness of this result, on consumers’ subsequent variety-seeking behavior. Design/methodology/approach: Four experimental designs, one with a modified version of...