Tang, Yun-Chia; Hsieh, Yi-Ching; Chiu, Hung-Chang - In: European Journal of Marketing 51 (2017) 7/8, pp. 1248-1265
Purpose The purpose of this study is to determine how and when choice variety influences consumers’ willingness to purchase, according to a personal emotion perspective. The choice paradox indicates that although having many choices can be beneficial, it can also cause customer decision...