Lala, Vishal; Chakraborty, Goutam - In: Journal of Consumer Marketing 32 (2015) 2, pp. 61-70
Purpose – This study aims to explore the effect of amount of effort invested by consumers toward the purchase of a product on the amount they will spend on the product. Authors argue that greater effort on the part of the consumer will lead to an irrational focus on sunk effort causing them to...