Simpson, Penny M.; Siguaw, Judy A.; Cadogan, John W. - In: European Journal of Marketing 42 (2008) 1/2, pp. 196-221
Purpose – The purpose of this paper is to explore the tendency of some consumers to use the purchase behavior of unknown other consumers as a purchase decision heuristic, by first developing a measure of the consumer propensity to observe. The effects of likely individual consumer factors are...
