Kahn, Barbara; Chernev, Alexander; Böckenholt, Ulf; … - In: Marketing Letters 25 (2014) 3, pp. 293-303
In many domains, consumers must deal with an increasing number of choices—spanning where, when, what, and how many items to buy; how many and which options to consider; and how best to weigh the pros and cons of these options. This paper considers how consumer and managerial goals and the...