Pornpitakpan, Chanthika - In: Asia Pacific Journal of Marketing and Logistics 22 (2010) 4, pp. 545-553
Purpose – The purpose of this paper is to examine the effect of option choice reversibility on the number of options chosen, total spending, and upset/regret from actions/inaction, using 124 Singaporean adults. Design/methodology/approach – The experiment employs two levels of option choice...