Hassan, Louise May; Shiu, Edward; McGowan, Miriam - In: European Journal of Marketing 54 (2019) 2, pp. 282-304
Purpose: Prior research consistently found maximizers to experience greater regret over their choice than satisficers. Moreover, research also found maximizers to be trapped in a “maximization-regret-maximization” cycle. This paper aims to assess the role of construal level theory in...