Aspara, Jaakko; Chakravarti, Amitav; Hoffmann, Arvid O. I. - In: European Journal of Marketing 49 (2015) 7/8, pp. 1114-1138
Purpose – This study aims to examine the interplay between focal and background goals in consumer financial decision-making and identify conditions that lead individuals to trade-off financial returns for background goals. Design/methodology/approach – The current research reviews the...