Chatterjee, Subimal; Mishra, Debi P.; Lee, Jennifer JooYeon - In: Journal of Consumer Marketing 38 (2021) 7, pp. 766-779
Purpose: Service providers often recommend unnecessary and expensive services to unsuspecting consumers, such as recommending a new part when a simple fix to the old will do, a phenomenon known as overprovisioning. The purpose of this paper is to examine to what extent consumers tend to defer...