Zheng, Chundong; Ma, Ke; Duan, Qi; Wang, Han - In: Journal of Product & Brand Management 24 (2015) 2, pp. 165-171
Purpose – This paper aims to extend previously reported research on the Sisyphus Effect in consumers’ decision making to consumers classified as either maximizers or satisficers. The purpose of this study was to examine whether the Sisyphus Effect influences consumer behavior related to...